For the fashion industry, 2020 was a year of change. As the covid-19 pandemic ravaged the world, the industry suffered its worst year on record (Business of Fashion, 2021). Consumer behaviour shifted, and supply chains were disrupted. The industry had to rethink their business and define the 'new normal', which meant adapting to trends and focusing on digital solutions.   One of the solutions could be digital fashion. Digital fashion is computer-generated fashion that can be worn with your digital bodies - avatars - and with physical bodies by using AR technology. PVH, a global apparel company that manages lifestyle brands such as Tommy Hilfiger, has identified digital fashion as an opportunity for new digital products/services or digital ventures and is looking to use it in innovations that 'Win over Gen-Z' and 'Commit to Sustainability'.   The aim of this research is to provide Area52 with a recommendation for how to pursue digital fashion innovation within the coming ten years in the form of a future vision and a strategic roadmap. Extensive literature review and multiple generative research methodologies like focus groups, semi-structured interviews and co-creation sessions were used to empathize with all stakeholders. Subsequently, various elements of Vision in Product design (Hekkert & Van Dijk, 2011) and Design Roadmapping (Simonse et al., 2015) were used to synthesize the insights into a set of recommendations that are structured in a why-how-what format.  Why? In our envisioned future, Gen Z are identity nomads that want to be unique and continuously develop and discover new sides of their identity through the fashion they wear. They would prefer to have an endless wardrobe with which they can try something new every day. However, the environmental impact and cost hold them back. In the on-demand and augmented society that the world is heading towards, this problem can be answered with the future vision: In 2030, augmented fashion will be the ethical means for Gen Z to express and stretch their identity through instant experimentation.  How? In the stated vision, digital fashion changes the interaction between consumers and brands from a one-way stream to an infinite interaction loop. Tommy Hilfiger facilitates the continuous discovery of the identities a person wants to identify with. Consumers can explore and experiment with digital styles in the physical domain using AR technology endlessly. In turn, Tommy Hilfiger perfects their consumer profile with the data they receive.   To arrive at the future vision, I propose a three-horizon approach for Tommy Hilfiger:  H1 Enhance physical fashion H2 Build blocks for phygital fashion H3 Instant experiments with augmented ethical fashion  What? Based on the roadmap, future vision and brand-user interaction, the desired product-user interaction is defined in the form of guiding principles. The principles state that Tommy Hilfiger's digital fashion solutions should foster experimentation in a way that: (1) Is Playful, (2) Is Dynamic and Iterative, (3) Offers Interesting Variety, (4) Is Accessible, and (5) Enables Feedback.  The way these principles can be put to practice in product or service designs is demonstrated in the final vision concept 'Anywear'. Anywear is a 2030 platform that connects style-influencers to people who want to experiment with new identities. Through a subscription model, users get access to an infinite digital wardrobe that they can use across the entire phygital environment. It gamifies fashion and guarantees newness by monetizing success for creators.    The concept provides Tommy Hilfiger with: Insight into how their products are styled, New inspiration for designs, Customer engagement, Data on consumer personality, preferences, community and possibly even activities, based on the fashion they choose to augment.