What changes the metaverse for fashion brands

A fashion week in a metaverse, an online store on Roblox, and millions of investments in virtual Dutch fashion brands: the metaverse and fashion have become inextricably linked at a dizzying pace. That means fashion brands have to work a little differently.

fashion in the metaverse

Just as we follow certain personalities on social media like Instagram and TikTok, we will probably also follow certain new celebrities in the Metaverse. Famous means that everyone wants to know what you wear, what brands you value and it is important that you can show that not only in real life, but also in the virtual world. Therefore, fashion brands must do everything possible to launch their designs virtually.

Not only to get your brand featured, but also to make money. Especially if that virtual fashion is also available in virtual stores, so that other people in the metaverse can also buy it and wear it. Fashion brands see it: Gucci said last year that it’s only a matter of time before major fashion houses start making non-fungible tokens.

Dolce & Gabbana NFTs

In fact, Gucci (just like Ralph Lauren) has already started making clothes in the virtual world (via the Zepeto avatar app). However, with NFTs in vogue, Dolce & Gabbana dominates. The brand launched a digital collection of nine NFT garments in October under the name of Genesis Collection. The procedures? $5.7 million.

In the next few years we will probably see more and more clothes coming out in real life and in the virtual world: the same clothes, so you can look like your avatar in real life (or vice versa, of course). We’ve seen something like this before, because Balenciaga, for example, has clothes for sale in Fortnite that are based on real Balenciaga clothes. Now Fortnite is a game, but it’s actually also a metaverse: people meet in it, talk to each other, buy things: in that sense, something that was always known as a game has now become a metaverse.

The Manufacturer from the Netherlands

Also in the Netherlands, fashion has something to do with the metaverse, because we already have a high-profile digital fashion brand. It’s called The Fabricant and it aims to make fashion in the real world more sustainable and technological.

It has just closed an investment round in which 13 million euros have been raised thanks to the investments of Madonna’s ex-manager and actor Ashton Kutcher (also known for example from the television series Shark Tank). With this, the company wants to create a collection for the metaverse, which will undoubtedly be on sale at The Fabricant Studio, its own ‘OpenSea’, where it is also possible to design your own clothes for the metaverse.

Fashion Week at Decentraland

Even more fashion? Decentraland held its first fashion week a few weeks ago, during which you could sit on the catwalk and watch all kinds of avatars parade in the new virtual outfits. The Etro fashion house fashion show showcased clothes by Roberto Cavalli, Tommy Hilfiger and Dolce & Gabbana. Shoe brand Giuseppe Zanotti also issued NFTs on its cobra sneakers that week. Decentraland even has a fashion district where land is selling for millions. Fashion in the metaverse is expected to eventually become a $1 billion a year industry. Not a billion: trillions.

Although you might think that people would really like to feel the fabrics in their hands for fashion, fashion houses are also excited about creating fashion in the virtual world. That’s because you have a lot more freedom here: in the virtual world you can make a dress with all the ruffles floating like someone is constantly underwater: you can’t do that in the real world. Not realistic at least.

Looking for trendsetter

It remains to be seen to what extent fashion houses will take advantage of this as well, or if they’ll keep their designs a bit simpler, so that a real-world variant can be made that looks exactly the same. For now that’s fine and understandable, but eventually virtual fashion will probably become as much of a trendsetter in the virtual world as it is in the real world. The only question is: who makes those Uggs or those Canada Goose equivalents in the digital world?

Laura Jenny

When you’re not tapping, you’re floating somewhere in the wonderful world of entertainment or on a plane to some great place in the real world. Mario…

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