Abstract
The article examines key aspects of clothing design in the fashion industry, with an emphasis on the application of 3D design, artificial intelligence, and virtual clothing. The key differences between traditional production and the digital 3D process are analyzed with regard to small-scale and medium serial production. The main idea of the study is to emphasize the importance of sustainable design and digital competencies. The research employs comparative and analytical methods, case study analysis, content analysis, descriptive methods, and systematization. The relevance of the study lies in the need to implement digital technologies in the fashion industry to improve design efficiency, reduce costs, and promote sustainable production. The use of 3D design and virtual clothing is becoming an important direction in the modernization of the fashion sector, especially in the context of digitalization and environmental challenges. Particular attention is paid to the environmental potential of digitalization, expressed in the reduction of physical prototypes and textile waste at the design stage. The implementation of these technologies makes it possible to enhance the competitiveness of enterprises in Kazakhstan, accelerate integration into global innovation trends, and form a foundation for the sustainable development of the fashion industry in the future.