The futuristic vision of the Balenciaga brand to shine in the metaverse.
The metaverse aims to establish itself as version 2.0 of everyday life. In this alternate reality, avatars can rent services, buy houses, and dress up as well. The obsession with clothes virtual -in some immersive world- generated new currently baptized as intangible fashion, which already earns millions of dollars.
While the metaverse still promises huge potential, many tech designers have begun showcasing exclusive collections in their online shop windows. nothing really (it doesn’t touch or feel) even if your purchase label has the same value as in a physical store.
And while today’s market of players and platforms is avidly consuming these virtual assets, the big step will come when the new world expands and everyone needs to find your outfit in so -called Web 3.0.
For this reason, it is not surprising that, weeks ago, Mark Zuckerberg himself met in Milan with some Italian fashion executives to introduce the concept. net-a-porter with digital accessories and smart suits coming soon.
The manufacturer
Fabricant introduced the Animator Overcoat.
The field of development for garments aesthetics is very promising that Morgan Stanley analysts expect this industry to be able to generate revenue 50,000 million dollars by the year 2030makes virtual sales 10% of the total.
The industry’s leading platform is The Fabricant, a startup from the Netherlands, which established itself as the first site to operate under the blockchain data structurewhich encourages the creation, exchange and marketing of digital garments to its public.
Its creators refer to this type of clothing as “thought couture”Because, like thoughts, they are real despite not existing in the physical world. In 2019 The Fabricant was sold in partnership with CryptoKitties her first digital dress at $ 9,500.
In addition to getting outfits for Puma, Adidas, Under Armor and Off-White, within the gamer sector he has established alliances with Epic Games for the characters of Fortnite, Atari and The Sandbox. Additionally, she just posted a collaboration with World of Women, the women-led NFT community with a trade volume of nearly $ 157 million.
online shopping
Metawear offers garments of talented designers along with innovative proposals.
Its main competitor is Metawear, which aims to be the fashion bridge between the real and imaginary worlds. To promote its own collections, it opened a shopping center, a textile academy, with offices and shops running from virtuality.
Within the lines of the metaverse, its goal is to add some real -life brands and provide a platform for users to create digital pieces, distribute them and sell them. as a portable NFT item which can shine in many universes.
The project has already garnered capital from more than 115 countries, showing enormous potential. In order for all partners to have the same opportunities, a maximum investment limit is set and they do not accept any company, no matter how important, that exceeds that limit.
galactic shoes
Nike acquired RTFKT to have a presence in the metaverse.
One of the most in-demand items in Web 3.0 are sneakers with great features. One of the emblematic brands is RTFKT, which presents itself as a study of collectible ‘sneakers’ for the metaverse.
The company founded two years ago by Benoit Pagotto, Chris Le and Steven Vasilev has sold 621 pairs of NFT sneakers designed by 18-year-old artist Fewocius. Such was the success of this series, that it sold out in a matter of minutes, yields a balance of 3.1 million dollars.
The transformative power of these young people caught the attention of the great whales. So, a year after its foundation, Nike bought it with the goal of “accelerating its digital transformation and launching next -generation collectibles that incorporate culture and games.”
Adidas has its own online store at The Sandobox.
Meanwhile, Adidas Original has reserved 144 parcels in the emerging digital universe The Sandbox to open its first megastore in a metaverse. To get the authorization, he has to pay more than 400 ETH, i.e., $ 1.7 million.
In this way, the German sports industry giant is showcasing virtual costumes to the avatars of digital art platforms such as Bored Ape Yacht Club (BAYC), Gmoney and Punks Comic. With the technology of non-fungible tokens, each of these measures is unique and can therefore be purchased via Ether cryptocurrency.
high couture
Haute couture houses also design garments for the metaverse.
Large haute couture, footwear and accessories brands are appearing on the catwalk of the intangible: Ralph Lauren, Zara, Tommy Hilfiger are some of those who started their campaigns on various platforms.
Balenciaga director Cédric Charbit, who showcased some of his cybernetic innovations, announced a few months ago that the house is creating a department exclusively dedicated to Web 3.0 with the goal of exploring opportunities in commerce and marketing.
Others like Moschino and Valentino have already entered the gaming world and sold their “skins” to customize the avatars of games like The Sims, Fortnite and Animal Crossing.
While Gucci laid the foundations with its own universe in Roblox, where more than half of users are under 13 years old. The Italian brand designed a variety of spaces, from a romantic garden to a city in Japan, and within two weeks users had exclusively purchased Gucci (NFT) products in digital format.
Puma showcased their creations at Metaverse Fashion Week.
Even Decentraland organized last month Metaverse Fashion Week, a gala in which The Fabricant put on shows with Italian Dolce & Gabbana, German fashion company Hugo Boss, DKNY and Paco Rabanne.
On the catwalk there are exclusive products from the metaverse, but there are also some creations that those interested can receive at the door of their homes, with a large red bow.
The intangible world is not free from accusations. The latest dispute involves MetaBirkins NFTs, a collection of 100 digital bags by artist Mason Rothschild.
The controversy arose because the models in his collection were very similar to the classic Hermès Birkin. The French luxury company wants to denounce these articles because, as they declare, they infringe trademark and intellectual property rights.
How to Dress Up an Avatar |
The clothes of the avatars should look perfect. Photo of Balenciaga.
The steps that must be followed to dress up an avatar have many similarities to artisanal tailoring. Once the model has been selected in the catalogs, the interested party should upload several photos of their character in different perspectives.
The team of designers, by different 3D rendering and rendering softwarediscusses the integration of clothing in a natural way with the body, caring for the aesthetic value of clothing and the image transmitted.
However, as Richard Hobbs of BNV, a marketplace for brands and virtual environments, explains, the nice one is buying in a particular metaverse, at least for now, cannot be transferred to others.
Currently, there are different metaverse developed by different initiatives. Some are owned by companies, others are decentralized and many have not yet arrived. But they all have many standards and formats that require a unique way in which something can be digitally owned and used.
SL
Source: Clarin
