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In this paper, we discuss how we can re-imagine the interaction between users (i.e. fashion designers and consumers) and fashion items, by researching and developing technologies that allow virtual try-on of garments. In this direction we a) generate personal 3D avatars of the user, b) automatically simulate the interaction between 3D user avatars and digital garments (i.e. size fitting and visualization of interactions during body movements), and c) extract fashion insights from user preference data and generate fashion recommendations. Building on recent advances in the fields of artificial intelligence, computer vision and interactive devices, we try to modernize the way people create, consume and experience fashion items by offering novel Human-Fashion-Interaction (HFI) applications that enhance the creative process of garment design, revolutionize the way people interact with fashion in social media, and simulate the physical in-store experience for online shopping.CCS Concepts: • Human-centered computing → Virtual reality.