Fashion In The Metaverse

Discover the growing trend of Metaverse Fashion and its impact on the fashion industry. From virtual fashion shows to immersive shopping experiences, explore the reasons behind its popularity and the top fashion brands embracing the metaverse. Learn how Gen Z's engagement with avatars and digital fashion influences their real-life style choices. Find out why the metaverse presents exciting opportunities for 3D content creators and the essential skills needed to thrive in this evolving space. Join the fashion revolution in the metaverse and explore a world of limitless creativity and connectivity.

Imagine a world where clothing defies gravity, where fashion shows are open to anyone, and where you can create a whole new identity through your clothing choices. This may sound like something out of a science fiction novel, but it's the future of fashion in the metaverse. Metaverse has been defined as “virtual shared experiences that happen in virtual spaces, but also in the physical world” by Cathy Hackl, one of the top voices in the world in metaverse

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Growing Popularity of the Metaverse Fashion

Metaverse fashion has been gaining increasing prominence with big brands striving hard to get an early entry. The British Fashion Council launched its first ever Fashion Awards Experience on Roblox in 2021, and announced its first ever digital fashion award winner. The first-ever Metaverse Fashion Week was launched in 2022, which was a four-day event consisting of runway shows and panel discussions hosted in the 3D virtual world Decentraland.

Some Facts from Metaverse Fashion Trends Report 2022 by Roblox :

• Roblox saw over 200 times more creators designing clothes and accessories compared to physical fashion designers in the United States in 2022. This number is at least six times greater than the estimated 1.8 million people employed in the entire U.S. fashion industry.
• Dressing their avatars allows Gen Z to express their individuality (47%) and feel good about themselves (43%), as well as feel more connected to peers in both the digital and physical worlds.
• 50% of survey respondents change their avatar's clothing at least every week, and for 2 in 5, expressing themselves through digital fashion is more important than in the physical world.
• Gen Z's choices in immersive spaces can also impact their fashion choices in the physical world, with 70% of respondents stating that their avatars dress somewhat like their real-life style, and an equal number getting style inspiration from dressing their avatars.
• Nearly half of Gen Z consumers look for digital fashion brands and designers that offer unique clothes to experiment with, which they may not try in real life.
• Diverse customization options for avatars, including a full range of skin tones (70%), body sizes (64%), and hair colors, textures, and styles (70%), are important to the vast majority of respondents.
  
  

Why is Metaverse Fashion Picking Up?

Metaverse fashion is gaining popularity and is expected to grow by 6.61 billion dollars from 2021 to 2026. Here are the reasons driving its growth:

• Growth of technology: The global AR and VR market is expected to grow at a CAGR of 24.2% between 2021 and 2030, becoming increasingly accessible and affordable. This has opened up new possibilities for fashion retailers and designers, who can now create virtual storefronts and offer customers the ability to try on virtual clothing.
• Scope for innovation: By leveraging virtual fashion shows, brands can break free from physical space constraints and empower new players to challenge established ones, reaching a much broader audience in the process. This opens up exciting avenues for innovation and creativity, enabling brands to showcase their unique styles and designs in ways that were previously impossible in the physical world.
• A unique and immersive experience: Metaverse fashion offers a distinctive and engaging shopping encounter that enables customers to virtually try on clothes, personalize their avatars, and engage with others in real-time. This fosters a more interactive and communal shopping experience, catering to the desire for genuine connections in the digital realm.
• Appeal to newer mindsets: Today's tech-savvy generation has a keen interest in digital encounters. As the number of individuals spending time online increases, the metaverse is becoming a crucial space for fashion brands to connect with consumers and remain up-to-date. Interactive and imaginative digital spaces represent the natural progression of how people utilize technology and reflect the increasing time customers spend online.
• Inclusivity and equality: While in the physical world, individuals' clothing selections can be impacted by societal conventions and anticipations, in the metaverse, people can design avatars and clothe them in any manner they desire. This enables individuals to explore various identities and genders and communicate themselves in ways that may not be feasible in the physical world. The majority of Gen Z users (90%) emphasize the significance of digital clothing being comprehensive and suitable for all body types, with 7 in 10 regarding inclusivity in digital fashion as "very" or "extremely" important.
• Cost and time effectiveness: The UK fashion industry encountered return rates of 20% to 30% on all items sold in 2021, resulting in costs of approximately £7 billion ($8.4 billion). The aspiration is that by leveraging digital avatars with realistic measurements, consumers will receive more precise sizing and fitting recommendations than they would through traditional sizing charts. This, in turn, can aid retailers in reducing the significant expenses and waste incurred by managing returns.
• Alternate sales avenues: The metaverse offers retailers an additional sales channel apart from their traditional website. By visiting an online store in the metaverse, users can interact with virtual sales representatives, "try on" virtual products, make purchases, and receive physical versions
• Phygital Experiences: By offering virtual products to customers, brands anticipate that they will be more inclined to purchase the physical version once they have the financial means. This creates an opportunity to establish a long-term relationship with the consumer.
• Sustainable fashion: Digital clothing emits 97% less CO2 and consumes 3,300 liters of water less per item than physical clothing, according to a recent study. Replacing physical samples with digital ones during a company's design and development phases can reduce a brand's carbon footprint by 30%, making metaverse a perfect avenue for environmental impact.
  

Top Fashion Brands and Projects in the Metaverse

Gucci

Gucci made history by buying digital land in the Sandbox metaverse for a virtual store and event space, where it exhibited NFT artworks and vintage fashion pieces. Gucci also sold virtual sneakers and a virtual version of the Dionysus bag on Roblox for $12.99 and $4,115, respectively.

Burberry

Burberry partnered with Minecraft to attract Gen Z consumers. The collaboration included free digital outfits and a real-life collection inspired by Minecraft. The project generated a $5.2mn return on investment in advertising according to data platform Launchmetrics.

Louis Vuitton

Louis Vuitton, a famous fashion brand, created a mobile game called "Louis the Game" to honor its founder's 200th birth anniversary. The game involved collecting 200 candles in six different worlds while customizing the character with Louis Vuitton clothes. Players could also find 30 NFTs designed by digital artist Beeple within the game. The brand's entry into the world of metaverse fashion started with implementing AR filters on social media and listing NFTs online.

Balenciaga

Balenciaga, teamed up with Epic Games to sell virtual clothing inspired by Balenciaga. Players who purchase the virtual clothing could unlock Balenciaga clothing in real life, and those who bought real-life Balenciaga apparel could also access the virtual clothing in the game. The virtual store could be found in Fortnite Creative, where players could change their looks and add Balenciaga Fit Outfits to their inventory. User-generated content would continuously update the billboard images seen in real life, creating a 'living lookbook.

Nike

In December 2021, Nike acquired RTKFT, a digital sneaker brand that blurred the lines between sports, gaming, and sportswear. Earlier in 2021, RTKFT collaborated with popular crypto artist "Fewocious" and sold around 600 pairs of virtual sneakers in under seven minutes, fetching an impressive $3.1 million. The virtual shoes were available to try on through Snapchat, and winners of digital auctions received physical shoes, but the most coveted assets remained the digital ones. Many of RTKFT's virtual shoes were inspired by Nike's signature designs, such as Air Jordan 1 and Air Force 1.

Adidas

Adidas launched a new product category for virtual gear as part of its strategy to focus on community-based, member-first, open metaverse. This came alongside the release of its first collection of non-fungible tokens (NFTs) featuring virtual wearables. The 16-piece Adidas Originals collection was available on adidas.com/metaverse and was designed for virtual avatars, allowing for interoperability with other virtual worlds and projects.

Zara

Zara, the Spanish retailer, collaborated with South Korean fashion brand Ader Error to launch a collection called AZ Collection. This collection was a first-of-its-kind release, featuring eight designs suitable for both spring dressing in reality and Zepto's virtual playground. The collaboration was a "Metacollection" named Lime Glam.

Mango

Mango collaborated with crypto artist Farkas and its own technology and design teams to create three wearables and three artworks for the first edition of Metaverse Fashion Week. The pieces were exhibited in Decentraland's Museum District, marking Mango's entrance into the metaverse and reinforcing its commitment to digital innovation and distribution channels.

Van Heusen

In January 2023, Van Heusen, the top power dressing brand in India under ABFRL, entered the Metaverse with a virtual musical concert featuring Indian pop band 'When Chai Met Toast.' The concert showcased Van Heusen's virtual clothing line, which was based on its real-life catalog. Viewers could wear these ensembles for the event.

Christian Dior

Christian Dior partnered with Ready Player Me to launch an interactive branded experience in the metaverse. Users could create their digital avatar and explore brand-inspired environments, while also having the opportunity to purchase Dior's exclusive fragrances. Ready Player Me's hub connected users to over 300 integrated apps and games. The launch occurred in the past.

Forever 21

Forever 21 launched its first-ever metaverse-inspired fashion collection, the F21 Metaverse Collection, which featured hoodies, t-shirts, and a real-life version of the popular Forever Beanie. The virtual store on Roblox offered products such as apparel, accessories, shoes, and costumes. Forever 21 also explored ways to connect virtual and physical items through “phygital” experiences.

Yves Saint Laurent

Yves Saint Laurent has filed trademark applications suggesting that the brand is considering joining the metaverse. The applications aim to cover the brand's name and logo in NFT and metaverse. They mainly focused on beauty and skincare, including virtual goods for the metaverse and multimedia files authenticated by NFTs.

Levi’s

Levi's is applying for several trademarks to suggest that the company is considering entering the metaverse. The applications indicate that the company has plans to offer virtual goods such as digital clothing, fashion accessories, eyewear, footwear, and bags for use in virtual worlds.

Indian Fashion Brands in the Metaverse

Blender's Pride

Blender’s Pride entered the Metaverse through Decentraland, a 3D virtual platform where users can purchase land. They launched Blender's Pride Glassware Fashion Tour Park, featuring interactive areas and showcase zones with engaging activities for visitors. During the game, 64% of daily active users visited the park.

Tanishq

Tanishq showcased its 'Romance of Polki' wedding collection in 3D display zones on the Metaverse, allowing guests to view signature pieces in 3D and try on a showstopper piece by scanning a QR code.

Papa Don't Preach

Papa Don’t Preach recently became the first brand in India to showcase fashion creations in the Metaverse using garments and accessories. Other fashion giants like Manish Malhotra, Anamika Khanna, and Raghavendra Rathore also joined by dropping their own NFT tokens, which can be traded or turned into virtual outfits, integrating this evolving domain into the luxurious industry of fashion.

What Does it Mean for 3D Content Creators?

The metaverse offers numerous opportunities for 3D creators in the fashion industry. Here are some potential areas where 3D creators could find work in the metaverse:

Designing virtual clothing: 3D creators can design virtual clothing items that can be worn by avatars in the metaverse. This can include everything from t-shirts and dresses to shoes and accessories. As the metaverse becomes more popular, virtual clothing could become an important part of the fashion industry.

Creating virtual fashion shows: With the metaverse, fashion shows can become entirely virtual. 3D creators can create virtual sets and avatars to showcase the latest designs from fashion houses.

Creating NFTs: NFTs can enable creators to generate new revenue streams by selling their work directly to buyers, rather than relying on traditional licensing or commission-based models. This can give creators more control over their work and enable them to capture a larger share of the value they create.

Customizing avatars: 3D creators can create custom clothing and accessories for avatars, allowing users to express their personal style and stand out in the metaverse.

Creating virtual storefronts: In the metaverse, fashion brands can create virtual storefronts where users can browse and purchase virtual clothing items. 3D creators can design these virtual storefronts to provide an engaging shopping experience.

Collaborating with fashion brands: As fashion brands look to expand into the metaverse, 3D creators could find opportunities to collaborate with them on virtual clothing lines and marketing campaigns.

What Skills Do 3D Creators Need to Succeed in Metaverse Fashion?

In order for 3D creators to succeed in metaverse fashion, they will need a combination of technical skills and creative abilities. Here are some of the key skills they will need:

3D modeling skills: The ability to create high-quality 3D models is essential for creating virtual fashion items that look realistic and visually appealing. Creators should be proficient in using 3D modeling software such as Blender, Maya, or 3ds Max.

Knowledge of fashion design: A solid understanding of fashion design principles, such as color theory, fabric properties, and garment construction, is necessary to create compelling virtual fashion items that appeal to consumers.

Texturing and material creation skills: Creators must be able to apply textures and create materials that accurately simulate the look and feel of real-world fabrics.

Animation skills: The ability to create animations that bring virtual fashion items to life is important for showcasing the movement and flow of the garments.

Knowledge of virtual platforms and environments: Creators should have a good understanding of the virtual platforms and environments where their creations will be used, such as the metaverse and virtual reality environments.

Collaboration and communication skills: Working collaboratively with other creators, designers, and developers is crucial for creating cohesive and engaging virtual fashion experiences.

Marketing and branding skills: As with any fashion brand, creators will need to understand how to market and brand their virtual fashion items effectively to attract customers and build a following.

Adaptability and willingness to learn: As the technology and platforms used in the metaverse continue to evolve, creators must be adaptable and willing to learn new skills and techniques to stay relevant and competitive.