The fashion industry has benefited greatly from the introduction of metaverse as it has allowed brands to stimulate virtual experiences for their consumers. Several luxury brands have established their presence in the metaverse and are planning to expand soon.
The social media giant Facebook which was earlier rebranded to Meta is also dabbling in the fashion industry. Meta is planning to launch a digital fashion store called the Avatars Store. To celebrate this launch, Meta has also partnered with three iconic brands, Balenciaga, Prada, and Thom Browne.
Meta x Prada x Balenciaga x Thom Browne
The partnership will help these brands to sell fashionable avatars. Mark Zuckerberg, the CEO of Meta, expressed his enthusiasm stating,
“I’m really grateful and proud that these brands are joining us to kick off fashion in the metaverse,” Eva Chen, the Instagram’s director of fashion partnership at Meta, further added, “Fashion is ultimately a form of art and self-expression. And now being able to wear Balenciaga, Prada, and Thom Browne, I can’t wait to see what comes from this,”
The feature will be unveiled to Instagram, Messenger, and Facebook in the coming months, while some Instagram users are already able to create virtual avatars. The live call between Mark and Eva also gave a sneak-peek into Mark’s fashionable avatar, which is contradictory to his casual tee look.
The Avatar Store will sell a variety of accessories that will range from $2.99 to $8.99. It will include over 100 free outfits for avatars as well, and paid outfits can be purchased using in-app purchase for Android and iOS devices alike.
Apart from Meta and the partnering brands, several luxury fashion brands have taken a Web 3 positive approach. Some of the prominent names of the fashion industry catwalking to the metaverse include Tag Heuer, Dolce & Gabbana, Gucci, etc.