In the metaverse, the fashion industry isn’t afraid of ridicule

After thoroughly exploring the endless possibilities offered by NFTs, the fashion industry seems to establish its positioning around digital fashion and the game. Two playgrounds that he has been experimenting with for more than a year now, but which today seem to be enjoying his favor. Witness the latest launches from Balmain, Dolce & Gabbana, Ralph Lauren, H&M and of course Gucci, all revolving around these virtual worlds. An uncertain step, but one that shows the growing interest of an entire industry in these futuristic practices.

virtual mode e gamea winning duo

Roblox’s latest Metaverse Fashion Trends Report, released in early November, tells us that Gen Z now values ​​virtual fashion as much as physical or real fashion. Something to think about for brands and luxury houses that are trying in every way to curry favor with this target group, whose purchasing power has grown over the years. It’s no surprise, then, to see a resurgence of industry-wide interest in digital wearables continue to gain traction.

After Balenciaga in 2021, then Moncler and Armani Beauty, it is the house of Ralph Lauren that has just announced a partnership with the successful game Fortnite (Epic Games), with the “Polo Stadium Ralph Lauren” collection as the keystone. The opportunity for the luxury brand to present digital clothing and accessories, transposable in the real world, to approximately 350 million potential players (registered users in 2022). Same enthusiasm at Balmain, which has just announced a partnership with video games You need speed (Electronic Arts) with the presentation of some of the latest creations of the maison in a digital version.

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At the same time, Dolce & Gabbana collaborated with Mkers, this time betting on eSports around the “gooDGame” project. Beyond the initiatives born around the practice of eSports, the Italian house has imagined a private collection players, as well as an eight-episode web series produced by Frame by Frame. What, again, to attract the favours, if not the curiosity, of the followers of the gamemost of which belong to Gen Z.

Even H&M stands out, albeit more timidly, with the Innovation Metaverse Design Story collection, to be discovered from 8 December. In fact, if it is a physical collection, it can be subjected to virtual fittings thanks to five augmented reality filters designed with the Institute of Digital Fashion. A first turning point for the prêt-à-porter brand, demonstrating – once again – an interest in the metaverse of absolutely all segments of the fashion industry.

On the border between real and virtual

In its report, Roblox says that three-quarters of Zs (Americans) spend a budget on virtual fashion, changing their style based on their moods and desires (53%), even where they are in the metaverse (37%). The transposition of real life into this parallel universe is therefore no longer a utopia, demonstrating even more the full potential of digital clothing.

And that should only strengthen in the weeks and months ahead. While more than 62 million virtual clothes and accessories would be designed on Roblox in 2022, the platform announced a partnership with the prestigious Parsons School of Design on training in the creation of digital clothes, as well as the relationship between physical and digital modes. A collaboration that speaks volumes about fashion’s interest in these new virtual worlds.

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