The metaverse frenzy has impacted many spheres of the modern world and fashion brands are not left out.
Although the Metaverse has been in existence, it gained popularity after Facebook’s CEO Mark Zuckerberg renamed his company Meta, there has been an increased interest and curiosity about the digital realm of non-fungible tokens or NFTs.
The metaverse’s impact on various industries, including fashion brands, is no longer news. Several fashion brands, such as Nike and Adidas, have previously invested in virtual advertisements and exhibitions. Fashion brands that pride themselves on progressive innovation and ingenuity are likely to look to the pinnacle of futurism—the metaverse—to expand their repertoire.
It’s clear that, with each passing day, business brands are devising new ways to leverage both the metaverse and crypto-related technology to their advantage, pushing the boundaries and developing creations that are consistent with their branding and appeal to their target audiences.
With more fashion brands forging their own path in space, this current phenomenon shows no signs of slowing down in 2022.
As a result, this article will look into some of these fashion brands. This is likely to be a growing list, so stay tuned for more information.
Fashion brands in the metaverse
Below is the list of fashion brands in the metaverse
- Louis Vuitton
- Bur Berry
- JW Anderson
- Dolce and Banana
- Tommy Hilfiger
- Jonathan Simkhai
Gucci is a well-known fashion brand that specializes in high-end accessories and apparel. It was established in 1921 by Guccio Cucci, with its initial branch in Tuscany. Its headquarters are present in Florence. This firm, often known as House of Gucci, features various product lines that are worn by celebrities and the super-rich.
Gucci’s most recent metaverse collaboration is with 10KTF, an NFT project that includes a virtual floating “New Tokyo” world, fashion accessories for profile picture NFT owners to purchase, and a fictional character named Wagmi-San, a play on the Web 3.0 phrase “wagmi,” short for “we are all going to make it.”
Gucci has announced the connection with 10KTF through its experimental Gucci Vault offshoot brand on Twitter and Discord, where it maintains a Gucci Vault account, according to Vogue Business.
The Gucci Grail NFTs, which will be minted on the Ethereum blockchain, will be disclosed on March 23. Other than a “unique and customised NFT envisioned by [Gucci design director] Alessandro Michele and lovingly produced by Wagmi-san,” fans have no idea what the end prize will be. Many fans are awaiting a Gucci NFT wearable, which would be a first for the company since 10KTF already supports digital accessories like shoes and bags.
“In constant pursuit of precious wonders, #AlessandroMichele takes a trip from Rome to New Tokyo where he meets the famed digital artisan Wagmi-san from the @10KTFshop,” Gucci wrote in a tweet on Wednesday.
Gucci collaborated with Roblox, one of the most popular gaming platforms, in 2021 to showcase Gucci handbags, hats, and sunglasses as avatars. The Gucci Garden location was open for two weeks, enabling collectors and gamers to purchase unique Gucci accessories and memorabilia. This demonstrated to the rest of the world how large the metaverse is and how influential it is in many businesses.
Despite its strong start, Gucci is set to benefit from the metaverse as demand for luxury goods, particularly clothing, continues to rise. This virtual world also heavily depends on cryptocurrencies, a rapidly growing payment and earning alternative. The higher the number of users, the higher the sales volume of luxury brands.
2. Louis Vuitton
Louis Vuitton always comes the first When it comes to the best luxury companies in the world. This fashion brand, officially known as Louis Vuitton Malletier, was born long before Gucci and has defied all obstacles to retain an exceptional performance and position. It continues to reinvent itself, providing amazing items to its customers and adjusting to their demands. A Louis Vuitton purse may be identified without glancing at the emblem.
Louis Vuitton, like Gucci, is fascinated by the metaverse and has embraced it wholeheartedly. The most famous event related to our theme was the debut of Louis the Game, a mobile game commemorating the brand’s founder’s 200th birthday. You’re probably wondering what the metaverse is.
The Game isn’t your normal smartphone game, Louis. It has 30 NFTs and follows Vivienne, the woman behind Louis Vuitton, on her journey. These tokens are not for sale to the general public; instead, they are part of the game’s collection. It was established in collaboration with Beeple, one of the most well-known and renowned NFT musicians. It contains a $69.3 million art collage, demonstrating how much the fashion industry has spent in the metaverse.
You can get Louis the Game for free from the Apple Store or Google Play. Players may get the tokens fast and save them in a digital wallet to utilize at the end of the year. The majority of people feel that Louis Vuitton, or LV, is one of the few companies poised to alter the metaverse by rethinking its marketing techniques. We’ll have to wait and see how this turns out.
We are already familiar with the brand name Nike, and it is quite unlikely that you will ever meet someone anywhere in the globe who does not possess at least one product from this particular brand. This brand has a significant presence in a variety of public settings, including roadways, trains, and even educational institutions.
When people think about Nike, what comes to their minds? Some people think of shoes, accessories, football, and other things like that. Specifically, the brand Nike, which has its headquarters in the city of Beaverton in the state of Oregon, is active in many different aspects of the fashion industry and has one of the most dominant positions in the market.
We are unable to leave without mentioning Nike, which is famous for its iconic tick logo and its slogan, “Just Do It.” It is one of the largest organizations that has a firm handle on the design, production, development, marketing, and international selling of a variety of apparel and other fashion goods. Nike is an American multinational corporation that sells footwear, clothes, accessories, and many types of sporting equipment. Its headquarters are located in Oregon.
Nike offers something for you to consider if you are a sneakerhead who is also interested in the metaverse. It just introduced a number of magnificent new items that are now available for purchase but cannot be worn in real life. Why? They are a portion of the virtual tokens that were distributed when the shoe company RTKFT was bought by Nike.
RTKFT was founded in 2020 and has already racked up an excellent track record. In 2021, the company collaborated with the cryptocurrency artist Fewocious to sell 600 pairs of shoes as NFTs, bringing in a total of 3.1 million dollars in less than seven minutes. As was to be anticipated, the partnership with Nike has resulted in the expansion of the company’s market share and increased popularity.
Givenchy has been a popular fashion brand since its inception in the early 1950s, so it’s no surprise that celebrities can be seen wearing Givenchy designs all over the world. Celebrities seem to love the luxury brand, from royalty to actresses to The Kardashians. But why is it such a popular celebrity brand? This is a high-end fashion house known for its exquisite clothing and fragrances.
The Chambre Syndicale de la Haute Couture et du Pret-a-Porter includes the Givenchy house. In 1988, the brand was absorbed into the LVHM umbrella, resulting in collaborations with Christian Dior, Marc Jacobs, Stella McCartney, and other high-end labels.
Givenchy hasn’t been left out of the race for fashion houses and brands to represent themselves in the metaverse. It recently teamed up with Chito, a well-known graphic artist, to launch a series of 15 non-fungible tokens, which were auctioned off on Polygon. The company made its first profit from the virtual world during this seven-day simulated auction. It was a traditional foray into the virtual realm.
The sale was historic because several luxury companies, including LVMH, were consulted to develop smart contracts under the name Aura Blockchain Consortium. The majority of these organizations’ processes are powered by blockchain technology. Givenchy’s charity partner The Ocean Cleanup, which aims to eliminate plastic pollution through technology, was set to benefit from the proceeds of the sale.
Givenchy thus joins a select group of luxury brands that have successfully launched non-fungible tokens. We expect other brands in a similar position to follow suit and enter the metaverse by creating non-fungible tokens or investing in blockchain-based gaming ventures. Givenchy has shown, like Balenciaga and Louis Vuitton, that fashion businesses can profit from the metaverse.
You most certainly are familiar with Balenciaga, or you have absolutely read about it someplace. In recent years, Balenciaga has established a reputation for itself, drawing the attention of famous people and fashion enthusiasts from all over the globe.
This Fashion brand, which was established in 1917 by Cristobal Balenciaga, has had a prosperous run, to the point that one of its competitors, Christian Dior, referred to it as “the master of us all” when he acknowledged the brand’s achievements.
Hence, it should not have come as a surprise that Balenciaga chose to step into the virtual realm of the metaverse, which continues to pique the interest of everyone. It was the first fashion company to have a partnership with Fortnite, a well-known online game that is growing in popularity thanks in part to the inclusion of virtual reality concerts.
As a result of the innovative concepts that this fashion brand seems to have owing to its creative director, Balenciaga suggested that four one-of-a-kind things from its extensive collection be made available for purchase as skins and accessories for avatars. This resulted in the creation of a computer avatar known as Doggo, which was decked out in an outfit designed by Balenciaga.
Balenciaga, which was the first fashion brand to connect with the online game Fortnite, made a proposal to sell four iconic pieces from its collection to serve as skin and accessories for avatars in the game. These products would come from Balenciaga’s collection.
Demna Gvasalia, the creative director of the luxury fashion brand Balenciaga, always has something new to offer. This time, blurring the lines between physical and digital, Balenciaga’s model has been made into a digital avatar called ‘Doggo,’ who wears Balenciaga outfits in the Fortnite arena. Demna Gvasalia is known for always having something new to offer.
6. Bur Berry
Burberry is a British fashion company established in 1970. It stands out thanks to its signature check pattern, which makes it easy to spot. Burberry is popular because most people who wear it are considered classy and fabulous. This luxury brand joins Louis Vuitton, Nike, and Gucci in exploring the metaverse, or the future of the internet, as most big tech founders refer to it.
How did this brand make its way into the metaverse? As you may have noticed from most of the luxury houses we’ve reviewed, most of these brands’ metaverse entry mechanism is through online games. Blankos Block Party is Burberry’s first non-fungible token, created in collaboration with Mythical Games.
As a result, for any game collector who appreciates the metaverse, it created a virtual world of vinyl toys known as Blanks.
The British luxury fashion brand teamed up with Mythical Games to release its first NFT in Blankos Block Party, a game developed by the latter. If you are a passionate collector of toys in the real world, then be assured to be hooked on to this virtual world full of vinyl toys called Blankos.
Players may purchase and sell NFT toys in this multiplayer game, which features many gameplay modes and stages where they can complete various missions and tasks.
The fashion brand has also released many NFT accessories that can be bought for Shark B and used on any other Blanko in this game.
The game was listed among the ‘top 5 NFT MMO games to check-in 2021,’ according to an Esquire report.
7. JW Anderson
The metaverse has piqued the curiosity of British fashion businesses. JW Anderson joins Burberry as one of the few British luxury labels that have dabbled with the virtual world and reaped the rewards.
Jonathan Anderson, who launched this relatively young fashion label in 2008, has shown to be versatile. It began as a menswear label before becoming an all-encompassing brand in 2010.
In December 2021, JW Anderson revealed its inaugural NFT, revealing that it will be a Colourblock Patchwork Cardigan, an outstanding item from its line favoured by Harry Styles. The cardigan was supposed to be a one-of-a-kind NFT that would be auctioned off on Xydrobre, a new platform.
In February 2020, when Styles appeared on NBC’s Today Show, it became a subject of conversation. When various fashion aficionados lobbied for the cardigan to be preserved as part of fashion history, the actual sweater ended up at the British Art Museum.
The fashion brand told the development team to take their time while creating the NFT, which took over 300 hours. Before combining the six knit designs on the original sweater, which is presently on display at the art museum, each piece was created in 3D.
To give you a rough estimate of how precious this item was, the reserve price ranged from $10,000 to $13,300. The auction also gave JW Anderson a name, with revenues going to their LGBTQ+ charity.
Roksanda Ilini, a Serbian designer, founded Roksanda to promote women’s equality, and she does so by partnering and contributing a portion of a collection developed in collaboration with a non-profit organization in Congo to assist women there.
Moreover, the whole collection was created using repurposed textiles from past seasons. The brand’s aesthetic is defined by colour blocking, architectural forms, and unusual cuts.
Roksanda has declared its desire to enter the metaverse by producing a demi-couture finale look with LFW’s primary sponsor, Clearpay, at London Fashion Week this year. The custom-made outfit will make its debut on the fall/winter 2022 runway, where it will also be offered in a digital form that enables consumers to visually try on the look.
9. Dolce and Banana
Dolce and Gabbana, renowned for its D & G emblem, is a well-known high-end Italian fashion brand with a wide variety of products. Stefano Gabbana and Domenico Dolce launched the company in 1985. In less than 40 years, the firm has been able to provide outstanding fashion items to a number of celebrities and fashion fans from all over the globe.
Various fashion companies have not been left behind in their attempt to gain from the metaverse, including Dolce & Gabbana. The design company placed their greatest crypto bet with Collezione Genesis, their FW2021 collection, which was shown on the catwalk in Venice on August 28, 2021.
Polygon, which integrates some of the largest Ethereum and sovereign blockchains, commissioned the collection. UNXD, a Conde Nast subsidiary with a keen interest in the NFT and Web 3 area, teamed with Dolce & Gabbana.
Given that it is related to the City of Venice, a significant site for the fashion company, the collection is distinctive. Note that this was not the platform’s first foray into the metaverse; in June of that year, it collaborated with P.J Tucker on an NFT shoe line. It sold the NFTs in the collection on the Matic, or Polygon platform, using Ethereum.
10. Tommy Hilfiger
Tommy Hilfiger is a high-end American fashion label created by fashion designer Thomas Jacob Hilfiger. It creates footwear, accessories, fragrances, garments, and home furnishings in addition to luxury clothes.
Presently, Tommy Hilfiger has over 2000 physical outlets in over 100 places throughout the globe. This fashion brand has made a reputation for itself and, like other businesses of its level, is always open to new technology and improvements.
It initially entered the metaverse by collaborating with Nintendo’s Animal Crossing New Horizons, a 2020 social simulation game. Later, the firm worked with the popular gaming platform Roblox to provide a virtual apparel line for customers’ avatars, a concept that other well-known labels like Louis Vuitton and Balenciaga have used.
These are accessible in both 3D and 2D, demonstrating the company’s dedication to providing customers with immersive digital experiences. Users may instantly get 30 virtual fashion pieces from the collection.
The now-iconic Pow design from the label is now offered in NFT form, as well as in 2,022 other permutations. Ambush is making its first entry into Web 3.0 with the shift of a token that is considered to be the brand’s signature accessory into a form that cannot be exchanged for other tokens.
According to a press statement that was issued by the company, claimed NFTs do not only function as digital tokens; rather, they function as membership cards that provide admission to both online and offline events.
Cardholders will also be entitled to particular prizes and advantages, such as privileged access to upcoming exclusive NFT releases and limited-edition collaborations, in addition to the previously mentioned benefits.
12. Jonathan Simkhai
Jonathan Simkhai, an American designer, debuted—and presented—a “digital wearables” collection a day before his seasonal physical show at New York Fashion Week. It included a reimagining of 11 of his new season’s designs, which were seen by a completely virtual guest list, and was hosted and produced by Everyrealm and Blueberry Entertainment.
During New York Fashion Week, physical items from Jonathan Simkhai’s Fall/Winter 2022 collection were transformed into digital wearables and shown on Second Life. Second Life gamers were among the first to get access to the sale of the designer’s newest pieces, which were modelled by characters from the online platform. Within the virtual world, users may customize their avatars with digital clothing, and six of the items are being auctioned off as non-fungible tokens.
The ready-to-wear collection was displayed to journalists and buyers in New York by appointment just a day after the virtual products appeared in the metaverse. “It’s not like I was doing one instead of the other,” Simkhai told Vogue. “It was business as usual with an added fun element.”
Adidas’ innovative project relies on a collective audience to submit one-of-a-kind, anonymous images, of which 3,000 will be minted as NFTs and put into a single “mass-patchwork NFT” created by renowned digital artist Zach Lieberman.
adidas Originals has teamed up with NFT pioneers gmoney, Bored Ape Yacht Club, and PUNKS Comic to create Into the Metaverse. An NFT was established in collaboration with OG communities, artists, and doers.
Furthermore, a major portion of the earnings from the SupeRare auction will go to Slow Factory, a non-profit organization dedicated to promoting educational opportunities and social change among various groups of people.
Any fragrance and luxury fashion enthusiast must have heard of Christian Dior, known for some of the most expensive fashion products and accessories. Fully known as Christian Dior SE, this fashion house is part of LVMH, the most prominent luxury group on the continent. It holds over 40% shares with incredible voting rights.
As expected, Christina Dior followed the footsteps of LMVH members such as Louis Vuitton and ventured into the digital fashion industry. Partnering with Ready Player Me, a metaverse avatar platform, it sought to give its consumers an interactive branded experience by creating digital avatars and allowing them to purchase an exclusive Dior fragrance.
Dior has also taken advantage of several digital trends, showing its commitment to the metaverse. It once collaborated with Meitu, a renowned Photoshop application for pictures and selfies, with an AI makeup feature that matches makeup based on user characteristics and offers lessons. We should expect more soon given Dior’s reception to innovation.
Fashion brands who position themselves on progressive innovation and inventiveness would go to the peak of futurism to broaden their collections. The fashion labels featured in this article are among the most prominent fashion brands that have entered the metaverse. This leads us to the conclusion that migration into the metaverse will continue into many areas of existence and will not cease in the near future.