The article is devoted to the study of the formation and development of the Russian digital fashion market in the context of the transformation of the modern creative economy and visual culture. The relevance of the work is due to the active introduction of digital technologies into the fashion industry, which leads to the emergence of new forms of production, distribution and consumption of fashionable products. The purpose of the study is to analyze the cultural and technological factors of the formation of digital fashion, as well as to identify the features of the development of this trend in the Russian media space.

The paper examines key technological tools of digital fashion, including 3D modeling, virtual platforms, NFT technologies and social networks, which form new channels of communication between designers, brands and the audience. Special attention is paid to the role of digital media and online communities in the dissemination of virtual clothing and the formation of new aesthetic practices. The interaction of fashion design with media art, digital graphics and visual codes of modern culture is analyzed.

The article shows that the Russian digital fashion environment is developing as an interdisciplinary ecosystem that unites designers, artists, programmers, 3D modelers and media platforms. It is noted that digital fashion is becoming an important element of modern visual culture and a promising direction for the development of the fashion industry. It is concluded that the further development of the digital fashion market is associated with the integration of innovative technologies, the expansion of virtual spaces and the formation of new models of interaction between fashion, art and the digital environment.