The metaverse has popularized the concept of digital clothing. The digital landscape is moving beyond social media.
The Metaverse fashion week will take place on March 24th.
Fashion brands are making their using metaverse PR because it provides ample opportunities for brands to engage with a younger audience.
Virtual Fashion in Gaming
Fashion brands are collaborating with games. Many games allow users to create outfits for their avatars. Users also get to feel that they are a part of exclusive fashion worlds, and sometimes they can experiment with outfits in a way that they cannot in the real world.
With stores closing and fashion events being canceled, fashion brands are looking for new ways to reach customers. Virtual collaborations with games have accelerated the visibility of such brands.
The Advantage of Having No Rules
People may not be comfortable dressing in public in the clothes they really want to wear .
The metaverse removes that problem by helping people look different with their online identities.
There is no added anxiety about how other people will react. People can experiment and express themselves in myriad ways in the Metaverse.
Fashion is Sustainable in the Metaverse
Fashion in the metaverse is waste-free, and does not come with the same level of labor and environmental costs that are associated with fast fashion.
For aspiring designers, the metaverse provides ample opportunities because in the metaverse they do not have to invest in expensive material. There is also the added advantage of instant feedback from users.
Augmented reality also helps customers try out digital representations of design and helps them to assess the look and fit without trying on the product.
Influencers in the metaverse will include digital influencers who will not exactly be ‘human’.
They will be digital entities who will be promoting products in the metaverse.
For instance, Lil Miquela, who is a digital influencer created by the LA based startup Brud, has more than 3 million followers. He has actually worked with quite a few brands, including Calvin Klein.
Fashion Brands Embracing the Metaverse
Fashion brands benefit immensely from the metaverse because on it the costs of production will be considerably less than in the real world.
The metaverse eliminates the need for an inventory, which leads to greater profits. Virtual re-sale can also lead to profits, as used designs will continue to generate income as NFTs. For instance, Dolce and Gabbana produced NFTs for their Genesis collection, and sold them for 6 million dollars.
Gucci had collaborated with Roblox to create a space called Gucci Garden.
This was part of the celebrations of the brand’s 100th anniversary, and was based on a real show in Florence. Gucci garden had immersive rooms. Players could purchase and try on digital Gucci items that their avatars could wear in the game.
The metaverse could be the future of fashion, as it does not restrict the experience of shoppers to stores.