Is there a future for digital fashion in the Metaverse?


According to Kat Taylor Cattitay, digital fashion was created in 2017. However, they only started talking about it out loud in 2020. It all started five years ago when Kat posted her first Instagram post with the caption “Virtual Clothes! !!”

Then there was collaboration with Adidas, Off-White, Vetements and Balenciaga. These brands were interested in digitizing fashion even before they exploded in media discourse. Note that there hasn’t been a COVID-19 pandemic yet, and people weren’t sitting at home. Thus, there was no need for digital clothing at all. However, it has already happened, and the digitization of fashion has predicted a future in the virtual world.

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Of course, we tested all the virtual outfits in PC games long before Cattytay, but that wasn’t trendy at all. As we say, beggars can’t choose. There were jeans and T-shirts in The Sims and different armor in Shooters. But no one could have imagined that in the near future we would try branded sneakers in a specially designed application or that we would do it ourselves for money, as happened in March 2021 with a collaboration between Gucci and the Belarusian company Wanna. . The first virtual sneakers can be purchased on the Gucci app for $12.99, and they can be tried on Wanna Kiks for $9, where you can buy sneakers as well as sneakers (okay, take a picture of them) and other accessories.

This cleverly raises some questions: Why would anyone need it? Who needs all this? What will you do with it? Digital fashion fans claim that this is how they go green. As some say, you don’t need to buy real item for Instagram photos. OK, but then what? What percentage of people consistently purchase digital goods from social media posts? Will it be just for fun? Will it be all the time?

There are several possible scenarios. The first and most realistic are the digital rehearsal rooms. To see how your new potential outfit suits you, it would be a good idea to try it on at home. It would be wise to attract customers to these potential applications. Some stores are trying to implement this feature. But at this point, everything is pretty buggy. People are still having fun, and this feature attracts customers. In general, this gives an idea of ​​the attitude of real users to digital fashion. It’s like a game for them these days, and brands view it as a marketing opportunity.

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Fashion and digital games industry
The next place we can use digital fashion is of course computer games. For example, thanks to the historical collaboration between Balenciaga and Fortnite, purchasing a Balenciaga-inspired skin in the game gives you the opportunity to purchase this item in real life.

You dress up and then dress up your character – in an ingenious move for players. Fortnite usually makes good money from in-app purchases, with users spending over $1 billion on in-app purchases for their ratings.

However, there is a problem with interoperability: a theme purchased for one game will not work in another. You dress up your character, but you don’t want a photo on social media anymore. So we got Moschino shells for The Sims and Gucci shells in Tennis Clash.

In 2021, Balenciaga hilariously presented a set, where all the characters wear last season’s clothes. Thus, the aesthetics of the Internet became a real fashion: what was once only in video games, we began to use in the real world.

Since Mark Zuckerberg announced the creation of the Metaverse, it seems that digital and virtual realities are becoming more and more natural, or even the new normal. It simply means that we all have to build homes and wear clothes in both virtual reality and the real world: be it meeting friends, teaching or business negotiations. During one of these talks, Balenciaga’s Creative Director Demna Gvasalia was interviewed in virtual reality.

Source: CoinTelegraph


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