PARIS, November 19 – Who said the metaverse was already a past? Certainly not the fashion and luxury industries, which continue to launch initiatives for this parallel world, blurring the boundaries between real and virtual.
One year after Facebook’s name change to Meta, here are the latest developments that testify to the fashion industry’s infatuation with this new world of avatars.
After thoroughly exploring the endless possibilities offered by NFTs, the fashion industry seems to be investing in its positioning when it comes to digital fashion and gaming. These are two playing fields that he has been experimenting with for over a year, but where activity now seems to be increasing.
The latest launches from Balmain, Dolce & Gabbana, Ralph Lauren, H&M and, of course, Gucci all revolve around these virtual worlds. It may still be a tentative step forward, but it shows the growing interest of an entire industry in these futuristic practices and environments.
The winning duo of virtual fashion and gaming
Roblox’s latest Metaverse Fashion Trend Report, released in early November, reveals that Generation Z nowadays places as much importance on virtual fashion as they do on physical or “real” fashion.
A revelation that gives food for thought to luxury brands and griffes, which are trying to win the favor of this key reference market whose purchasing power continues to grow over the years. So it’s no surprise to see renewed industry-wide interest in virtual clothing of all kinds, which continues to gain traction.
After Balenciaga in 2021, followed by Moncler and Armani Beauty, now it is the Ralph Lauren brand to announce a partnership with the popular game Fortnite (Epic Games), with the “Polo Stadium Ralph Lauren” key collection.
It’s an opportunity for the luxury brand to introduce digital, real-world translatable clothing and accessories to around 350 million potential players (the number of registered users in 2022). Balmain meanwhile has announced a partnership with the video game You need speed (Electronic Arts) with the presentation of some of his latest creations in digital version.
At the same time, Dolce & Gabbana collaborated with Mkers, this time focusing on eSports through the “gooDGame” project. In addition to the initiatives born around the practice of esports, the Italian company has also created a collection, albeit this time exclusively for gamers, as well as an eight-episode web series produced by Frame by Frame.
Again, this is a way to get the attention of gaming enthusiasts if not their business, most of whom are Gen Z.
H&M is also aiming to make its mark on the metaverse, albeit in a more modest way, with the Innovation Metaverse Design Story collection, to be discovered from 8 December. Although it is a physical collection, it will be available for virtual fitting sessions thanks to five augmented reality filters designed with the Istituto di Moda Digitale.
A first initiative for the prêt-à-porter giant, demonstrating – once again – that interest in the metaverse is coming from all segments of the fashion industry.
On the border between real and virtual
In its report, Roblox says that three-quarters of Generation Z (Americans) devote part of their budget to virtual fashion, changing their style based on their moods and feelings (53 percent), and also based on where happen to be in the metaverse (37%). and their business there.
The transposition of real life into this parallel universe is therefore no longer the stuff of science fiction, demonstrating even more strongly the potential of digital clothing.
And that looks set to strengthen in the weeks and months ahead. If more than 62 million virtual clothes and accessories were designed on Roblox in 2022, the platform also announced a partnership with the prestigious Parsons School of Design which includes a course on the creation of digital clothes, as well as on the relationship between physical fashion and digital .
A collaboration that speaks volumes about fashion’s interest in these new virtual worlds. — Study ETX