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The pandemic accelerated the adoption of technology that allows us to safely connect, remote work is here to stay, and many of us find ourselves engaging more in our digital lives. With the launch of NFT (non-fungible token) technology, increasing cryptocurrency adoption, and advancements in virtual reality tech. The Metaverse is on everyone’s mind. Innovation happens at the intersection of creativity and technology. So it’s no surprise that major players in fashion are at the forefront of designing the new digital age.
Fashion and Digital Wearables
Gamers are familiar with the concept of an avatar, and if you’ve ever created a memoji, or used a social media filter, you’ve built a digital version of yourself too. Avatars are fun and fantasy, an outlet for digital self-expression, and are the first step to entering the Metaverse. It seems intuitive that you’d want to curate your digital self, hone your style, and collect an NFT flex or two along the way. Fashion brands are at the forefront of designing wearables in the Metaverse.
Dolce and Gabbana
Hosted by UNXD, a luxury marketplace built on blockchain, Dolce and Gabbana launched their haute couture metaverse collection Alta Moda. It has a mind-blowing degree of digital detail rendering and comes complete with physical one-of-a-kind pieces for select items. Experts say that as metaverse technology improves, couture designers will create NFT garments that rival their physical counterparts.
Dolce&Gabbana proudly reveals #DGGenesi, the first ever Alta Moda NFT exclusive collection in partnership with luxury marketplace @UNXD_NFT. @0xPolygon— Dolce & Gabbana (@dolcegabbana) July 14, 2021
Reserve your spot at link https://t.co/ic0o2iMgIz pic.twitter.com/Zx1UAHsdDw
Recognizing the opportunity to engage with a younger audience through an innovative digital channel, Burberry launched its first NFT collection with Mythical Games. Essentially a capsule closet of viny toy avatars, items like the Burberry Shark Blanco are available in their Blankos Block Party title and can be upgraded and sold using cryptocurrency in the game.
The Metaverse is no doubt the next evolution in digital influencers. Valentino recently collaborated with artist Klara Chung, a famous Animal Crossing fashion archivist, on a 20 piece custom wearable collection. The pieces are available for free with unique codes and include items like VLTN bucket hats and puffer jackets.
Fashion and Digital Communities
Critical to the world of NFT’s, digital wearables and cryptocurrency are the digital communities that support them. These communities organically exist in the Metaverse, people naturally use digital platforms to build and facilitate connection, and typically they revolve around shared interests and hobbies. The Metaverse is the next evolution of online connection, and strong communities are essential to its success. Digital communities within these new platforms provide an innovative opportunity for fashion brands to connect with metaverse fashion lovers and offer exclusive experiences for loyal members. These are the communities that made the biggest splash in recent months.
Long–held at the heart of Dolce and Gabbana’s ethos is the idea of family, and they seem to have a keen understanding of the importance of community in this new digital space. D&G announced it would be launching its NFT community called DGFamily (an extension of the hashtag and family photo archive project) in partnership with UNXD. It features tiered membership levels, particular launches, and exclusive metaverse experiences.
Into the Metaverse
No stranger to creating exclusive drops and limited-edition collaborations, Adidas Originals partnered with some of the biggest names in NFT to start its metaverse community. Into the Metaverse offers entrance into a community that Adidas plans to expand to overtime via digital and physical products and exclusive experiences.
Over the past year, its become clear that the Metaverse is the next digital frontier of fashion, and these are just a few examples of how major labels are playing a role. Ready to order that VR headset and go shopping? Us too.