If you are into the virtual world of fashion, you have probably heard of Nike, Burberry, Gucci, and Nike. But did you know that these brands have entered the metaverse? Read on to discover their new offerings. Not only are these brands bringing their products into the virtual world, but they are also launching exquisite pieces of fashion as part of their virtual tokens. Nike even acquired a sneaker brand, RTKFT, which will be a huge addition to their line of apparel and accessories.
Burberry
The growing popularity of virtual identity, layered virtual clothing, and emerging technology are all factors influencing fashion and lifestyle in the metaverse. Top fashion brands are already exploring new technologies and methods to make their brands and products more accessible to consumers. On 24 March, a Metaverse Fashion Week will be held on the virtual platform Decentraland, where premium brands will showcase their digital offerings. But, are mainstream fashion brands going to leap into the Metaverse?
The luxury brand Givenchy is one of the brands participating in the metaverse. It has already launched its non-fungible tokens and other luxury fashion brands may follow suit. Givenchy’s example has inspired other luxury brands to make use of the metaverse to reach a wider audience. Another fashion house that is experimenting with cryptocurrencies is the British brand, JW Anderson. The designer was formerly a menswear brand but later expanded into an all-inclusive line for women.
Louis Vuitton is another big player in the metaverse. This year, the French brand celebrated its 200th anniversary by launching a virtual world called Louis the Game. Additionally, it partnered with Mythical Games to create a virtual world for its customers. Another fashion brand involved in the metaverse is H&M. With a new way to shop online, the metaverse will allow users to experience a new dimension of shopping.
Burberry is a well-known British fashion house founded in the 1970s. The iconic check pattern makes Burberry’s items instantly recognizable and has long been associated with classy and fabulous people. Like Burberry, Louis Vuitton and Nike are also making inroads into the metaverse. It’s easy to see why Burberry is making an effort to expand its presence. With a total value of $6.6 billion, Burberry is an excellent example of a luxury brand in the metaverse.
Gucci is another brand exploring new applications in the metaverse. It released its first digital sneakers on the platform in May 2021, which sold for $12 (PS9). In February 2022, it launched a collaboration with Superplastic. The first NFT product in the metaverse is already priced at $30,000 (PS22,700). Since the metaverse allows users to sell the NFTs on the secondary market, brands could profit handsomely from this business model.
Gucci
In the latest metaverse trend, luxury fashion brand Gucci has partnered with Roblox, a popular gaming platform, to launch a new virtual world. Called the Gucci Garden, the virtual world had several immersive themed rooms based on real-life exhibitions in Florence. The rooms paid homage to various Gucci campaigns and offered players a chance to purchase digital items and view rare vintage products. But, there is still much to be revealed about the brand’s upcoming projects.
The concept of the metaverse isn’t new, but the luxury brands have been very interested in it and have embraced its possibilities. Recently, the fashion house celebrated its 200th birthday and even created a mobile game called Louis the Game. The game included a Gucci-themed world, which gave users the chance to meet the designer in the virtual world. The brand’s involvement in the virtual world also influenced its marketing strategy.
Earlier this year, Ralph Lauren and Roblox collaborated to launch an exclusive digital clothing line called The Ralph Lauren Winter Escape. Gamers can purchase clothing for avatars and use them to express themselves in the virtual world. For more details about the collaboration between the two brands, visit their official website. You can also visit the website of these brands and browse through their clothing collections. While shopping in the Metaverse, you can also try on the clothing for yourself!
Luxury fashion has been slow to adopt e-commerce but has since learned its lesson and jumped on the bandwagon. The Metaverse could be the future of e-commerce for Gen Z and Alpha users. It’s hard to say exactly what its benefits will be, but this is a trend worth watching. If you’re curious about what the future holds for this industry, make sure to check out this article.
As a top fashion brand, Gucci is collaborating with 10KTF, a virtual floating world where users can buy fashion accessories. In the virtual world, Gucci has a character called Wagmi-San, a play on the phrase “wage.” The brand also has an experimental line of NFT wearables called the Gucci Vault. The brand’s official Discord account also features a Gucci Vault.
Nike
In October, Nike and the Jordan brand filed trademarks in the Metaverse. These trademarks are primarily related to sales of virtual goods and other services. Both Nike and the Jordan brand use their logos in video games. Additionally, they have made a careful move into the Metaverse by creating a virtual environment in which they can test their products before they become physical. Several brands have jumped on the Metaverse bandwagon, including Adidas, Prada, Balenciaga, and Dolce & Gabbana.
A few months ago, Nike acquired a company called RTFKT that specializes in NFT sneakers and avatar accessories. By acquiring RTFKT, Nike is expanding its legacy to the Metaverse. The virtual sneakers that RTFKT sells have many similarities to well-known Nike products. NIKE also recently partnered with a popular video game called Fortnite to make sure that users feel unique and can identify with the brand.
Despite the competition, the Metaverse has a place for fashion brands. Nike is among the most popular, so it isn’t surprising to see the sportswear giant join. After all, it is a way to avoid overstocking. Furthermore, it allows brands to bring back old designs to revive their sales. With so many benefits, more Top Fashion Brands in the Metaverse should consider investing.
As more people discover the benefits of the Metaverse, brands are increasingly moving there. For example, in February, McDonald’s filed multiple trademark applications for a virtual restaurant. It also joined the Roblox metaverse. With its strong connection to the game, Nike is positioning itself as a leading global brand in the Metaverse. Its presence in the Metaverse will become an inevitable part of the brand strategy soon.
Nike has not commented on the legal implications of partnering with Roblox in the Metaverse. However, they have partnered with the company for an Air Max event in March 2019. They also released exclusive bundles for fans, although these too have parted ways. Moreover, Nike trademarks add additional value to its brand portfolio. And, of course, trademarks help protect consumers. The trademarks also help brands police their virtual products more easily.
Dolce & Gabbana
The new collection, Dolce & Gabbana in a Metaverse, is a virtual fashion show featuring 20 full-wearable looks featuring avatars with varying facial expressions. The collection is viewable at an exclusive pop-up in Decentraland’s Luxury Fashion District. The show was curated by UNXD and Vogue Arabia, and it showcased traditional fashion brands as well.
Decentraland has hosted its first fashion show in the Metaverse with a collaboration between Dolce & Gabbana, Selfridges, and Tommy Hilfiger. The fashion show will include a virtual runway and high-end shopping areas, like Avenue Montaigne in Paris. For more information, visit the Decentraland’s Metaverse Fashion Week website. To see the full lineup of designers, join the Vogue Business Membership.
This collaboration has also helped Dolce & Gabbana establish its presence in the Metaverse. In addition to showcasing its collections at the first Metaverse Fashion Week, the brand has partnered with UNXD to launch its DGFamily NFT community, which will allow its members exclusive access to digital and physical drops. The brand will also host special events and giveaways to celebrate the launch of its MVFW collection.
Fashion Week in the Metaverse is a major milestone in the industry. It will take place from March 24 through March 27 in the future. In a virtual fashion world, the brands can create their unique collections and collaborate with lesser-known digital creators. The designers are also working to expand the fashion industry’s role in the digital world. Luxury brands need to address issues like fast trend turnover and over-consumption of tangible goods. The use of the metaverse will help brands prioritize meaningful collaborations with unique creative outputs.
The Dolce & Gabbana team in Venice, Italy, was surprised to learn that crypto-currency people were present at the conference. They were seated in the same room as representatives from other creative industries, like video games, film, and music. These new concepts are proving to be an essential part of the future of fashion. In addition to the first-ever fashion venture, the Metaverse has given rise to a new kind of fashion business.
