Digital Fashion in the Metaverse

Digital Fashion in the Metaverse


With the rising popularity of the Metaverse, the digital fashion industry turns into a global empire, involving both the major luxury brands and retail consumers. Dive into this interesting article from Empirex Capital.

courtesy of Kat Taylor Cattytay, digital fashion appeared in 2017. However, we began to talk loudly about it only in 2020. It all began five years ago when Kat first made an Instagram post with the caption “Virtual Clothing!!!”

Then, there was a collaboration with Adidas, Off-White, Vetements, and Balenciaga. These brands were interested in introducing fashion digitalization even before it blew up in the mass media discourse. Note that the COVID-19 pandemic had yet to happen and people were not stuck at home. Thus, there was no need for digital clothing at all. Nevertheless, it happened and fashion digitalization was predicting the future in the virtual realm.

Of course, we all have tested virtual clothing in computer games way before Cattytay, but it was far from the fashion. Beggars can’t be choosers, as we say. These were jeans and shirts in the Sims and various armor in Shooters. But, no one could even imagine that in the near future, we would try on brand sneakers in a specially created application or that we would do it even for money, as it happened in March 2021 with the collaboration between Gucci and the Belarussian company Wanna. The first virtual sneakers could be bought in the Gucci application for $12.99 and they could be tried on in Wanna Kiks for $9.00 where, in addition to sneakers, you could purchase them (well, rather take a photo on them) and other accessories.

Digital fashion and gaming industry

Next, where we can use digital fashion is, of course, computer games. For example, with the landmark collaboration between Balenciaga and Fortnite, buying a Balenciaga-inspired skin in the game grants you the opportunity to buy the piece in real life.

You’ve dressed up yourself, then dress up your character — what a stroke of genius for gamers. Fortnite generally makes good money on built-in purchases, as users have spent over a billion dollars on in-game purchases for their characters.

A short conclusion, digital fashion is another tool for promoting the brand or a way to earn money for startups and digital designers. In a couple of months and for $700, all secrets of the new market will be revealed and one would be able to bring their brand to the world of meta fashion. However, the future is unclear. Will you design dresses for already famous brands or will you make your own? Will, they actually wear the clothes you make in the Metaverse or use ready-made photos for $50?

Created on 4th Mar 2022

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