What future for fashion brands in Metaverset?

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Some say we are already in the metaverse. The Covid-19 pandemic ushered in the era of a digital universe where we meet at Zoom, shop online, and worry more about our online extensions on social media than the physical world.

Metaverse creates its own world of possibilities through immersive virtual reality one where we can work, play and of course shop. The fashion industry welcomes virtual clothing with luxury fashion brands such as Burberry, Gucci and Balenciaga teaming up with top video game creators to launch digital collections to individualize people’s avatars in the metaverse.

Just as the runway is filled with over-the-top and quirky designs, Metaverse can be a place where anything can be worn and people can be as weird and wild as they want. Digital fashion meets the need for endless self-expression without harming the environment or producing waste.

Digital mode is sustainable fashion

The age of the influencer has led millions to buy outfits to be viewed digitally online. Virtual clothing can deliver that weight without polluting the environment with shipping, return and possibly throwing the clothes away after only a few uses and ending up in a landfill. Digital mode is environmentally friendly as it is zero-waste and CO2-neutral.

Another use case for digital fashion allows consumers to virtually try on clothes in a digital showroom before purchasing their physical item. The app will dramatically reduce the rate of return from online purchases, which currently create five billion pounds of waste that goes to landfill each year.

Metaverse Fashion Week (MVFW)

Last March, the first Digital Fashion Week ever took place on Decentraland, a decentralized virtual social platform based on Ethereum. Brands like Dolce & Gabbana and Hèrmes Birkin bags have embraced the meta-verse by opening digital stores so users can show their status. Forever 21 recently launched its collection of wearables for Metaverse. Estée Lauder’s wearable gave avatars a golden glow with their “Little Brown Bottle” serum and was a huge hit among virtual contestants.

Gucci’s first digital sneaker

In 2021, Gucci released its first digital sneaker Gucci Virtual 25 to “carry” on social networks or in augmented reality (AR) for the modest sum of $ 9 to $ 12 a coup when their physical sneakers sell for over $ 1,000. As a filter, these shoes will be displayed in an app where users unlock access to take pictures of themselves wearing them to share online.

Unlike an NFT, these virtual garments do not belong to the buyer via a blockchain ownership certificate. Still, buyers are allowed to access or wear the shoes.

This digital sneaker is not Gucci’s first virtual clothing, with previous virtual clothing made for The Sims 4 and Pokémon GO. Gucci is also working to enable shoppers to virtually try on actual sneakers through their branded app.

The NFT hoodie sells for $ 26,000

The world’s first fashion brand NFT, self-proclaimed and prophetically named “Overpriced”, has sold the most expensive hoodie ever at auction for $ 26,000. The artists, whose motto is “F * ck your money”, created a physical hoodie with a scannable QR code to show NFT, cost it and authenticate with proof of ownership.

The real value of the garment lies in the digital token, essentially by buying clothes that can be worn. This soaring hoodie is an excellent example of how the metaverse’s decentralized virtual space disrupts the industry and allows smaller, lesser-known fashion brands to compete with the big names in this off-the-shelf model playground.

High fashion is taking advantage of this popular trend of virtual assets in the meta-verse with predictions that a significant percentage of the fashion brand’s revenue will come from digital products over the next five to ten years. Targeted at Generation Z, these young consumers are already supporters of sustainable fashion and have a strong tendency to express themselves via social networks.

In the age of the influencer (some are even avatars, like Miquela Sousa), people are already showing up online, so the transition is relatively small to use digital fashion as a means of proving its influence and status to the whole world.


Anastasiia Ageeva is a PR specialist working on crypto and art projects. Anastasiia has been working in technology, art and digital media for over five years focusing on business development and strategy.

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Feature Image: Shutterstock / KDdesignphoto / Natalia Siiatovskaia

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