Ready to shop the Metaverse?

In the near future, we will no longer have to look in our dressing room for the right look for a video meeting, it will be enough to dip into our digital wardrobe to dress our avatar and put on a virtual reality headset to join “physically » our meta-colleagues.

A flame neo-tailor burning like our ambition? A Jacquemus dress which changes color at will?

Everything will be possible in the world of the metaverse, this future version of the Internet in 3D which promises access to immersive and interconnected virtual spaces where one can work, socialize, play, learn, create and… go shopping!

This old dream of SF born in 1992 under the pen of Neal Stephenson has become the obsession of Silicon Valley, which is preparing its weapons of conquest: Mark Zuckerberg through Meta, ex-Facebook group, Microsoft with Mesh, its version of Teams with avatar…

And fashion, too, has succumbed to the phenomenon. From Burberry to Julien Fournié via Gucci, many brands have already plunged into the matrix with NFTs (non-fungible tokens, in French) in particular, these “blockchain” encrypted digital values ​​which panic collectors and reach crazy prices. , or the purchase of 3D experience space on virtual reality platforms (Sandbox, Roblox or Decentraland).

Even if others are more cautious, even reluctant, everyone finally speaks only of the meta-verse.

So, new Eldorado, tech bubble or dystopian scenario?

Fashion conquering the metaverse

“The subject of the metaverse has been around for a long time,” confirms Deborah Marino, strategy manager at Publicis Luxe, the agency that imagined Balenciaga’s collaboration with the Fortnite video game. “We are already unknowingly experiencing it through video games or Zoom, but the pandemic has given a boost to its use.”

During confinement, designers also learned to mix more virtual and real, with “phygital” fashion shows (physical and virtual) or even the use of 3D software to design collections remotely. Everything seemed ready. Luxury houses and sports brands drew first.

“At first, for Balenciaga, it was a publicity stunt, she continues. But when the entire collection of “skins”(2) sold out in a few seconds, we understood the potential of this market. “.

According to investment bank Morgan Stanley, the metaverse could thus bring in the fashion and luxury sector 50 billion dollars by 2030…

“It’s a world that you have to approach as an ethnologist, recommends Deborah Marino. A still mysterious world populated by gamers, cryptocurrency enthusiasts, collectors… but where creativity and style have their place.

“People value their online identity and image as an expression of themselves,” says Christina Wootton, vice president of brand partnerships at Roblox, a platform that develops immersive and playful environments. for fashion. One in five Roblox users updates their avatar daily.”

“Hence the success of profile pics, these profile images that share the notion of exclusivity with luxury. They fly to Sotheby’s for tens of millions of euros. Having a CryptoPunk or Bored Ape Yacht Club avatar means being part of a hype club with its codes,” explains Luc Jodet, co-founder of Arianee, a platform specializing in NFTs that works for luxury. “It’s like having a Rolex, except that you don’t wear it, it’s more a collector’s pleasure”.

After Givenchy’s collaboration with the artist Chito, Gucci has just launched three series of NFTs with Superplastic, Paul Budnitz’s art toy brand.

Can we already talk about trends in the metaverse ?

People value their online identity and image as an expression of themselves. -Christina Wootton

“Our bestsellers are rather simple looks for everyday life, arty T-shirts or sweatshirts, explain Daria Shapovalova and Natalia Modenova, the founders of DressX, a digital fashion multi-brand. But also couture pieces that could not exist elsewhere. Some people use digital clothing to makeover their old photos while others use it to become the person of their dreams”.

Hybrid creature, cyber princess or kawaii heroine: the pixel frees the field of possibilities and the imagination. And today offers a recognition of the environment.

Last December, avatar creator Alessandro Michele awarded the first British Fashion Council (BFC) meta-verse fashion award to Roblox designer Sapphire.

In the houses, some of which already have their own creation entity dedicated to virtual design – Balenciaga, OTB (Diesel, Maison Margiela, etc.) – who will imagine the collections of the future?

“Perhaps the artistic directors, supported by digital fashion designers or “super users”, these avatar designers who are very active in the metaverse communities”, suggests Deborah Marino. “This risks upsetting inbreeding and stimulating creativity!”

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Ready to shop the Metaverse?


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