It's possible that Bershka is working on an NFT collection to introduce augmented reality-enabled smart clothing. In June, Bershka collaborated with DRESSX for the first time under the Smiley brand, and for the New Year, the company released a special augmented reality collection.

The collection, which contains four types of products that customers may examine on Bershka's website and DRESSX application, such as a gold chain, a shiny dancing dress, a metallic balloon dress, and a large navy blue coat, allows users to virtually try on clothes. Collaboration with DRESSX, whose tagline is "Shopping less, shopping digital fashion."

Through digital collections, DRESSX wants to reduce textile production and contribute to sustainable production. The company creates digital apparel collections that consumers can wear online and in social networks in order to replicate the physical fashion experience.