Fashion brand Zara launches the first solo collection in the Metaverse

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Fast fashion brand Zara has launched a brand new collection named Lime Glam, designed to be worn both inside and outside the virtual world. The clothing items and accessories can be worn within the Zepeto Metaverse and are also available in physical stores.

With wearables quickly becoming the latest fashion trend and making their way into the minds of the fashion-conscious public, mainstream brands like Zara are keen to get involved.

With metaverses like Decentraland, Somnium Space, Zilliqa and others now providing a home for brands to cater to avatars, there are more wearables being designed with two roles, one for your real life appearance (IRL) and the other for your virtual self.

So how can our avatars merge with our physical personalities? The easiest way to showcase your personality in the metaverse is to choose the wearables that reflect your style.

If a buyer opts for the physical version, they also get access to the digital version, streamlining the buying process. The dedicated section on Zara’s website features avatars wearing the new Lime Glam collection, providing inspiration for those looking to purchase one of the items.

The Zepeto application also features a photo booth, digital walls and floor for that special collection. Zepeto is the same virtual location where Gucci launched Gucci Villa in August 2021.

The 3D designs are simple in style and reflect the current high street fashion demands – short green ruffled dresses, oversized denim jackets, woven shoulder bags and platform sandals are the staples of the limited edition collection.

Virtual fashion is gaining momentum

Fashion and beauty brands are eagerly experimenting with virtual versions of their products as the industry harnesses the power of the metaverse. As consumers consciously spend more and more time immersing themselves in digital worlds, brands are keen to create unique experiences that complement their physical goods and, over time, can even replace the need for as many physical purchases.

According to Morgan Stanley, the digital luxury fashion industry has the potential to reach a market size of $50 billion by 2030. As more home fashion brands dip their toes into the metaverse, there are more opportunities for avatars to choose from a variety of fashion items and show off their style.

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