Tuesday, July 19, 2022
HomeSocial MediaDigital Style Model DRESSX Joins Balenciaga, Prada And Mates At Meta’s Avatar...

Digital Style Model DRESSX Joins Balenciaga, Prada And Mates At Meta’s Avatar Retailer

The metaverse is the 3D evolution of social media,” says DRESSX co-founder Daria Shapovalova.

Digital Metacloset DRESSX — world’s largest digital style retailer is partnering with social media big, Meta to launch its personal digital-only style assortment on the platform’s Avatar Retailer.

The primary DRESSX x Meta assortment drops 19 July at 10 a.m. PT and additional collections will likely be launched frequently. Whereas Meta’s Avatar Retailer is presently solely out there in sure territories (U.S., Canada, Thailand and Mexico), a few of the DRESSX appears to be like may even be out there on the model’s market.


The Meta avatar retailer launched in June with bodily luxurious manufacturers Balenciaga, Thom Browne and Prada who’ve created digital appears to be like which will be bought to wardrobe one’s Meta avatar throughout its Instagram, Fb and Messenger platforms.

The items are digital interpretations of each present appears to be like and model signatures similar to a Fall ’20 moto combo from Balenciaga, Prada’s scorching ticket Fall ’22 white tank prime and basic four-stripe fits from Thom Browne.

Nevertheless, what’s totally different in regards to the new DRESSX partnership with Meta’s Avatar Retailer is that it’s Meta’s first with a digital native style retailer. It’s a neat segue —though LVMH Innovation Award 2022 finalist DRESSX launched in 2020, it was Meta that proved the true game-changer for the model by way of driving retail partnerships.


“After we began we reached out to each single model and retailer however though they listened to us they mentioned they wanted to consider it,” DRESSX co-founder Natalia Modenova advised me. “However when Mark Zuckerberg renamed Fb as Meta in October final yr, folks realized that digital experiences additionally fall beneath the definition of the metaverse. That was the massive push for them to return again to us.”

DRESSX has simply partnered with U.S. luxurious model Jason Wu on a digital wearable NFT of the robe former First Girl, Michelle Obama wore for the 2009 Inaugural Ball. The gown’ exact digital twin is presently beneath public sale on the DRESSX market. The final word proprietor may even obtain tickets to Wu’s New York Style Week present in September.


The bodily gown — ivory silk chiffon, organza flowers and crystals — is presently displayed within the First Women exhibit at The Nationwide Museum of American Historical past.

Different latest DRESSX retail digital style partnerships embody Bershka, Printemps, American Eagle, Iris van Herpen and Dundas. Earlier this yr DressX partnered with social gaming platform Roblox on outfits for avatars, created wearables for Decentraland.

Whereas DRESSX has the benefit of being early to the market, new digital style platforms are launching providing totally different spins.

Most up-to-date is Draup, which WWD reviews has simply secured $1.5 million in seed funding. Traders embody Ledger’s Ian Rodgers. The corporate is engaged on a mannequin which incorporates resale, rental and wear-to-earn choices for digital style.


In the meantime, based on NFT Tradition, metaverse entrepreneur G Cash is launching a crypto-native luxurious style and life-style label referred to as 9dcc. What this implies in actuality continues to be considerably opaque, save the truth that the primary drop seems to be a bodily one — a T-shirt for members of a specific neighborhood — however it’s possible that multifaceted parts — each digital and bodily — will likely be concerned because the platform builds out.

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