Fashion brands continue to migrate to metaverse platforms such as The Sandbox and Decentraland in growing numbers as the industry seeks to go “digital” and meet demand for virtual collectibles.
A number of iconic fashion houses have begun to make their mark in virtual worlds, including Adidas, Nike, Burberry and its latest addition – Gucci.
The high-end brand has acquired a parcel of “digital earth” within The Sandbox to create “interactive fashion experiences” for consumers via “VAULT”, a conceptual space and meeting place designed by Gucci to evoke ” childhood memories of the search for beauty”. .
As part of the Fashion Experience, digital collectibles created by Gucci designers will be available for players and creators to purchase, own, and use in their own personal experiences through the various creation tools from The Sandbox.
The Gucci x SUPERPLASTIC collection was Gucci’s first venture into NFTs and digital collectibles
The expansion of Gucci’s metaverse is an extension of a series of collaborative efforts, including Gucci x SuperPlastic – a sold-out three-part NFT series co-created by Gucci creative director Alessandro Michele.
Sandbox co-founder Sébastien Borget highlighted the value of digital collectibles and how they can bridge the gap between real and virtual experiences for consumers.
“For a new generation of actors, virtual fashion is as important as real fashion, and who better than Gucci to bring their voice and brand experience to enrich the digital style of The Metaverse Sandbox?” he said.
“I can’t wait to visit VAULT and see Gucci’s incredible fashion designs come to life in player-created experiences throughout The Sandbox.”
Sportswear brand Adidas has also pioneered the metaverse. Its first foray into space – a partnership with Bored Ape Yacht Club creator Yuga Labs and Punks Comics – saw the company purchase a BAYC NFT and acquire land within The Sandbox known as ‘AdiVerse‘.
Adidas bought a Bored Ape Yacht Club NFT and outfitted it with Adidas Originals apparel
Additionally, Adidas launched its own digital collectible – an “Into the Metaverse” NFT – while forming a high profile partnership with Prada to encourage more creative and community endeavors in a Web3 environment.
Sportswear brand Nike has also taken steps to establish itself in the virtual world with the acquisition of a digital collection studio RTFKT and the creation of “Nike Virtual Studios”, a venture to enhance Nike’s presence in the metaverse.
RTFKT is known for creating virtual shoes and digital collectibles within metaverse platforms, and uses NFTs and augmented reality to create “one-of-a-kind” virtual products and experiences – opening the door to the availability of Nike-branded accessories for all.
Now, in an effort to further encourage the digital migration of the fashion industry, Decentraland is set to host the first “Metaverse Fashion Week” in its sprawling virtual space.
Starting March 24, MFW will open its doors to residents of the Metaverse to browse digital collectibles in various brand and label-owned plots containing various shows, music concerts, and after-parties.
Attendees of the virtual event will also be able to purchase and wear digital collectibles using their Decentraland avatar.
No names were released ahead of the watershed event for the fashion industry and the metaverse. However, it is assumed that some of the biggest names in fashion will be eager to move into the virtual realm.