Fashion in the Metaverse is booming. Many brands and designers are testing out virtual fashion, and quite soon, that might become the norm.
Then, there was a collaboration with Adidas, Off-White, Vetements and Balenciaga. These brands were interested in introducing fashion digitalization even before it blew up in the mass media discourse. Note that the COVID-19 pandemic had yet to happen and people were not stuck at home. Thus, there was no need for digital clothing at all. Nevertheless, it happened and fashion digitalization was predicting the future in the virtual realm.
Next, where we can use digital fashion is, of course, computer games. For example, with the landmark collaboration between Balenciaga and Fortnite, buying a Balenciaga-inspired skin in the game grants you the opportunity to buy the piece in real life. In a short time, the digital fashion market grew into a huge empire, incomprehensible to most users. Entrepreneurial businessmen develop beautiful stories where we can hear about sustainability, protecting the planet and unusual designs that will never be implemented because they are simply unrealistic for production.
Will Metaverse executives promote fashion to the masses and how will brands get along? Will there be meta-stores or will all clothes appear with a click? How will it deal with counterfeits and will the brands unite into something bigger?
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