Reality wired: Behind DUCFS 2026
By Abi Daly
With DUCFS 2026 already here, it feels only right to explore the significance of this year's theme, REALITY REWIRED: #GLITCH. In fashion, what does it mean to rewire reality? Why does the industry feel suspended in a state of glitch? And why does the 2026 theme feel so precisely attuned to the current climate?
Essential to the concept of Rewiring Reality is, of course, technology. In an increasingly technological world, DUCFS 2026 presents the paradox of welcoming AI to intellectual and creative spaces while simultaneously stepping away from hyper-connectivity and a loss of expressive ingenuity. Tensions between the growing potential of technology and limitations to human passion and imagination are embodied in the concept of a #GLITCH. Questions are posed. Should we disengage and appreciate our own passion, spontaneity, and energy without reliance on technology? More importantly, can we?
In my role as a Fashion Director for this year’s campaign, myself and my team have attempted to establish what Rewiring Reality looks like to fashion. In efforts to bring to life the distinct vision of Augustus Jackson (VP Creative) our team has had to gauge concepts of the reality and technology in fashion as being distinct and anchored in meaning. To truly understand the thematic nuances of our 2026 campaign, it is important to first understand what it means in fashion to Rewire Reality.
Too often, we fall victim to the trend machine, perpetuated by social media and the ever so damaging art of comparison. Our reality has become so dictated by influencer propaganda and herd purchasing behaviour that it is no longer ours. We have been stripped of the unique personality identities which centre stylistic reality - this is what needs to be ‘Rewired’.
In order to rewire our own realities we must conduct inner evaluation of how we wish to express ourselves, not how we want to be perceived. The tenets of personality and expression are as intricate and unique as patterns of fingerprints, yet they are seemingly treated and manufactured as components of a motherboard would be. Mass production which ignores the flavours of individuality restricts human passion and imagination. We must rewire the motherboard, forge our own unique patterns of style, and create realities which are essentially and irrevocably our own.
This detachment from homogenous consumerism of fashion is gradually being mirrored in the industry itself, reflected in the eight carefully curated Walks presented in DUCFS 2026. As the industry craves fresh individuality, the concept of a #GLITCH away from normative stylistic decisions stands to be prevalent. Recent examples of glitches in the current fashion climate are headed by the recent Dsquared2 Fall/Winter 2026 collection, which restores the Canadian roots of the brand in a cyberpunk, snow sports amalgamation which pioneers an industry return to chosen, recognisable identity. It seems we should all follow the example set by the Dsquared2 campaign and rediscover our defining character through fashion and expression, particularly as the industry evolves to eradicate uniformity and promote celebration of self-determined style.
So, should we disengage and appreciate our own passion, spontaneity, and energy without reliance on technology? Absolutely. Can we? Though this is yet to be seen, the future of fashion will be more than exciting and innovative if we can find strength to pull away from the hold of trend conformity and rewire our own realities.
Image Credit: Ollie Turan, Creative direction by Megan Le and Augustus Jackson
