{"id":32122,"date":"2023-01-26T14:07:48","date_gmt":"2023-01-26T14:07:48","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/?p=32122"},"modified":"2024-02-07T15:19:30","modified_gmt":"2024-02-07T15:19:30","slug":"fashion-in-the-metaverse","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/fashion-in-the-metaverse\/","title":{"rendered":"Fashion in the metaverse"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-32122'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-lfsw61-640d602ea82dfd2f346453fdf06a9a57 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfsw61-640d602ea82dfd2f346453fdf06a9a57\">\n.flex_column.av-lfsw61-640d602ea82dfd2f346453fdf06a9a57{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-lfsw61-640d602ea82dfd2f346453fdf06a9a57 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">The metaverse, in which real and virtual reality increasingly merge, is getting closer by the day. The more important our digital alter ego or avatar becomes, the more important it becomes what you wear in that metaverse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With origins in the gaming world where players spend more than 100 billion a year on virtual goods, it becomes clear that there are huge business opportunities in this metaverse. It probably sounds strange to many that our digital closet is becoming as important as our real closet. After all, who buys an item of clothing that you can never put on to go to work or a party? Well more people than you think, which is why more and more labels are taking their first steps into the virtual world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indeed, luxury houses such as Gucci, Louis Vuitton, Prada, Burberry, Balenciaga and Herm\u00e8s, are selling their digital creations as NFTs (non-fungible tokens). With every transition of ownership of the virtual garment, they automatically receive royalties. Which is obviously not the case in the fashion world we know today, where pieces are resold without normally making money for the original designer of the garment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The digital revolution should also make the fashion industry more environmentally friendly, in response to &#8220;fast fashion,&#8221; which leads to (over)consumption. Digital fashion has a much smaller carbon footprint, although NFT garments generated with blockchain consume a huge amount of energy.\u00a0 For example, the making of an ordinary white T-shirt requires 5.5 kg of CO\u2082 while a white NFT dress via blockchain emits 600 kg of CO\u2082, equivalent to burning 300 kg of coal. Steps are being taken to develop blockchain technology that devours much less energy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But where and how are virtual purchases carried? As a filter over photos and videos on social media, or by sharing them with your avatar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consequently, many luxury brands are collaborating with game developers. For example, the &#8220;Prada Linea Rossa&#8221; collection has been integrated into the outdoor sports game &#8220;Riders Republic\u201d. In the game, you can ski, snowboard and mountain bike in Prada activewear.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gucci designed &#8216;Gucci Gardens&#8217; in collaboration with the gaming platform Roblox. The virtual garden celebrating Gucci&#8217;s 100th anniversary already received 19 million visitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Balenciaga designed exclusive outfits for the game &#8216;Fortnite&#8217; .<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To celebrate the 200th birthday of founder Louis Vuitton, the French fashion house released a mobile game in collaboration with digital artist Beeple. Titled &#8220;Louis the Game,&#8221; users get an insight into the legendary brand as they follow the game&#8217;s protagonist, Vivienne, through seven different virtual worlds inspired by famous fashion capitals such as London and Paris.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But not only luxury brands are venturing into the metaverse, H&#038;M, Nike and Zara are also following a metaverse strategy. For example, at H&#038;M and Zara you can not only buy digital products for your avatar, but you can also get inspiration for your real-world purchases.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-32123 size-large\" src=\"https:\/\/thedotsociety.be\/2023\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-1030x675.png\" alt=\"\" width=\"1030\" height=\"675\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-1030x675.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-300x197.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-768x503.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-1536x1007.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-2048x1342.png 2048w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-1500x983.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2023\/01\/Schermafbeelding-2023-01-26-om-15.01.41-705x462.png 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">One of the biggest challenges is that there are many different virtual worlds, where you cannot move freely from one world to another, such as a new painting hanging in the living room cannot be moved to another room. This is offset by endless creative possibilities. Designers enjoy unlimited freedom and can design pieces with impossible substances such as liquid gold, water, fire or smoke. Digital garments transcend seasons, gender and reality. Designers no longer have to consider sourcing raw materials or finding factories for production.\u00a0 Digital designs can be created in minutes. With a virtual approach, costs are drastically reduced and making these designs can become a very lucrative business. With a virtual fashion collection in a digital environment, there is also no exposure to logistical bottlenecks ( covid pandemic, Suez Canal obstruction, &#8230;), there is no inventory or mountains of waste.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">What do garments cost in the metaverse?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A dress with haute couture looks, available only digitally is on sale for $70 on Dress-X, a Los Angeles-based cyberwear platform. You try it on in their app, where the dress appears as a filter over your body. To buy the item, you forward a high-quality photo of yourself and get your photo back, with the dress photoshopped onto your body, perfect for your Instagram post.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pioneers of digital fashion, such as Amsterdam-based The Fabricant or Antwerp-based Mutani, paved the way for the big brands. They are convinced that digital fashion will lead to a revolution in the fashion world. The Fabricant, which has already collaborated with Adidas and Tommy Hilfiger, sold\u00a0 in 2019 the very first NFT dress ever, the design with digital certificate of authenticity generated via blockchain technology, for $9500. A price that hardly anyone is surprised by now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2021, Italian luxury brand Dolce &#038; Gabbana released Collezione Genesi, a collection of nine NFT pieces inspired by the Venice show. The nine unique creations sold for a shocking $6 million, well above the price of Dolce and Gabbana&#8217;s physical clothes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nike Digital, which includes Nike&#8217;s metaverse operations, accounted for a quarter of the brand&#8217;s total revenue. Thanks to its digital approach, including the acquisition of digital design studio RTFKT, Nike managed to generate $185.3 million in revenue from its NFT collections.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2022, the first Metaverse Fashion Week was a reality. New and exciting shopping experiences await us. These new technologies will hopefully give the polluting fashion industry a more sustainable image. The metaverse therefore offers numerous opportunities for brands to reinvent themselves, appeal to a new target audience and also generate an additional revenue stream. We Dotters are already curious to see how this will evolve further in 2023, we&#8217;ll keep you posted!<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/fashion-in-the-metaverse\/&amp;t=Fashion%20in%20the%20metaverse\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Fashion%20in%20the%20metaverse&amp;url=https:\/\/thedotsociety.be\/en\/?p=32122\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Ffashion-in-the-metaverse%2F&amp;description=Fashion%20in%20the%20metaverse&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2023%2F01%2F18_FashionMetaverse-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Fashion%20in%20the%20metaverse&amp;url=https:\/\/thedotsociety.be\/en\/fashion-in-the-metaverse\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Fashion%20in%20the%20metaverse&#038;body=https:\/\/thedotsociety.be\/en\/fashion-in-the-metaverse\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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