The metaverse is a rapidly growing space, with more and more brands looking to tap into its potential as a new platform for fashion and marketing. From luxury labels like Gucci and Louis Vuitton to fast fashion retailers like Forever 21 and Zara, many brands have already started experimenting with the metaverse, leveraging technologies like blockchain and non-fungible tokens (NFTs) to bring their fashion collections and experiences to virtual worlds.
Gucci’s Early Adoption of NFTs and Virtual Worlds
Gucci has been at the forefront of fashion’s foray into the metaverse and NFTs. In May 2021, the luxury brand launched its first NFT-related project with a movie inspired by its Aria collection, which went on to be sold at a Christie’s-led auction. The same month, Gucci collaborated with metaverse and gaming platform Roblox, creating a digital experience called Gucci Garden, inspired by the brand’s real-life Florence show. In the garden, Roblox users could explore immersive themed rooms and try on and purchase Gucci NFTs to be worn within the game. The activation was so successful that a virtual version of Gucci’s Dionysus bag sold for a record-breaking $4,115, higher than its real-world counterpart. Since then, Gucci has continued to explore virtual worlds, gaming, blockchain, and NFTs, releasing NFTs in collaboration with toy maker Superplastic and narrative NFT project 10KTF and announcing plans to scale the brand’s metaverse and gaming strategies.
Louis Vuitton’s “Louis the Game” and NFT Collection
Louis Vuitton launched a mobile game called “Louis the Game” in partnership with digital artist Beeple to celebrate the brand’s 200th anniversary. The game allowed users to follow protagonist Vivienne across seven virtual worlds inspired by famous fashion capitals, including London, Paris, and Munich. Players could also customize their avatars with a wide range of LV prints and learn about the brand’s history through postcards and other memorabilia. The game initially launched with 30 embedded NFTs, 10 of which were designed by Beeple. Louis Vuitton has continued to release updates to the game, including additional NFTs, engaging its over 2 million players. CEO Michael Burke explained that the NFTs were not meant to be sold on the open market but were intended to provide a “pedagogical, educational experience that must be fun, emotional, and dynamic.”
Nike’s Virtual Presence and NFT Releases
Nike has been active in its exploration of virtual worlds, gaming, blockchain, and NFTs. In 2021, the sportswear giant launched a virtual presence in the metaverse with the inauguration of Nikeland on Roblox, a metaverse space modeled after the company’s real-life headquarters. The space includes Nike buildings, arenas, and spaces where players can compete against each other in mini-games and create their own collections and games with interactive sports materials. To date, Nikeland has been visited by over 21 million users and has been favored by almost 118,000 gamers, according to Roblox. Nike has also released a collection of 20,000 NFTs dubbed the “Cryptokicks,” with a collector dropping $130,000 for one pair designed by Japanese contemporary artist Takashi Murakami. The company has filed patents detailing plans to create and sell more NFTs in the metaverse.
Adidas’ NFT Collaboration with Prada
Adidas and Prada joined forces for a limited edition NFT collection called Adidas for Prada Re-Source. The project brought together 3000 randomly selected participants from the fashion, design, and crypto industries to create individual NFT tiles. Digital artist Zach Lieberman then compiled the tiles into one NFT world. The final artwork was auctioned on SuperRare, with most of the proceeds going to Slow Factory, an NGO that creates education and other opportunities for local communities and community creators. The NFT was created on Polygon’s network in collaboration with Polygon Studios.
Prada and Adidas Originals’ User-Generated NFT Collection
Prada and Adidas Originals teamed up for a unique NFT collection called Adidas for Prada Re-Source. The project invited 3000 randomly selected participants from various industries, including fashion, design, and crypto, to create individual NFT tiles. Digital artist Zach Lieberman then compiled the tiles into one NFT world. The final artwork was auctioned on SuperRare, with the majority of proceeds going to Slow Factory, a non-profit organization that provides education and opportunities for local communities and creators. Prada collaborated with Polygon Studios to mint the NFT on Polygon’s network.
Burberry’s NFT Collaborations with Mythical Games
British luxury fashion brand Burberry has been active in the NFT space, collaborating with Mythical Games to release a series of virtual wearables. The first collaboration was a shark character named Sharky B, which users could purchase, upgrade and sell within the Blankos Block Party marketplace. Sharky B also came with Burberry’s monogram, inspired by the brand’s Animal Kingdom house code. In addition to the virtual wearables, users could also purchase branded in-game accessories, including fashionable armbands, pool shoes, and a jetpack. Sharky B could also be trained to unlock a variety of superpowers, adding to its rarity and uniqueness. More recently, Burberry released a second installment of the collaboration with a new NFT unicorn character named Minny B, along with a line of NFT accessories. The brand has also launched a virtual bag collection for the Roblox metaverse.
Balenciaga’s Virtual Collection in Fortnite
Balenciaga has embraced the metaverse in a big way, becoming the first fashion brand to release an NFT capsule collection in the popular video game Fortnite. Users can visit the Fornite x Balenciaga store in the game to purchase virtual Balenciaga items, including the Hourglass Bag Glider and the Speed Sneaker Pickaxe, as well as avatar skins and accessories. Balenciaga also designed limited-edition physical products featuring Fortnite and Balenciaga logos, such as hoodies, shirts, jackets, and caps. The virtual collection was successful, with the brand reporting that the search volume for Balenciaga nearly doubled following its release. Balenciaga has also announced plans to launch a metaverse business unit shortly.
Hermes’ Virtual Marketplace
Hermes, the iconic French luxury fashion brand, has hinted at major plans to enter the metaverse after filing a trademark to protect its brand in virtual worlds. The trademark application covers virtual clothing and non-fungible tokens (NFTs), as well as virtual fashion shows and trade events in both augmented reality (AR) and virtual reality (VR) environments. It seems that Hermes intends to launch its virtual marketplace and web3 financial services, including a virtual currency connected to digital collectibles and NFTs. The move follows a high-profile legal court case with the Metabirkin NFT creator, Mason Rothschild, who Hermes accused of copyright infringement of its iconic BIRKIN trademark.
Forever 21’s Virtual Stores and Collaborations
Forever 21 has been actively exploring opportunities in the metaverse, launching various virtual initiatives in recent years. In 2021, the fast fashion retailer became a part of Decentraland’s Fashion District during Metaverse Fashion Week, offering a range of 21 fashion NFTs inspired by physical store items. In addition, Forever 21 has also launched the “Forever 21 Shop City” on Roblox, a virtual space where users can build and manage their stores and trade merchandise, including clothing and accessories. The retailer has also collaborated with Mattel’s Barbie on Roblox and has continued partnering with digital influencers to promote its metaverse efforts.
Zara’s AR and Virtual Collection with Zepeto
The Spanish fast fashion retailer Zara has recently been experimenting with new platforms and technologies, including augmented reality (AR) and virtual reality (VR). In 2018, the brand released an AR app and placed AR displays in 120 stores worldwide. More recently, Zara has entered the metaverse with a collaboration with Zepeto, a South Korean metaverse with nearly 300 million users, and fashion collective Ader Error to launch its latest collection in a virtual world. In 2021, Zara also launched a collection of virtual clothing and makeup as part of its Lime Glam campaign, which users could not only dress up their Zepeto avatars with but also wear in real life as physical pieces were also released. The campaign was successful, with some of the most popular items including makeup products and accessories such as jumpsuits, jackets, jeans, a nail polish range, and an eyeshadow palette. In addition to the campaign, Zara also launched a new channel on Snapchat, where users can access special AR filters.
Boohoo’s NFT Initiative and Metaverse Campaign with Paris Hilton
Boohoo, the British fast fashion retailer, has made a strong push into the metaverse with initiatives like boohooverse, a Web 3.0 platform dedicated to empowering women in the digital space, and partnerships with celebrities like Paris Hilton. Earlier this year, Boohoo partnered with Hilton to host Fashion Week on Roblox, where users could buy virtual clothes and accessories inspired by pieces available in Boohoo’s physical stores. In addition, Boohoo has launched the “Forever 21 Shop City” on Roblox, where users can build, own, and manage their virtual stores and trade Boohoo merchandise. Boohoo has continued collaborating with numerous digital influencers as part of its ongoing metaverse promotion strategy.
Ralph Lauren’s Metaverse Holiday Experience and Trademark Applications
Ralph Lauren has been exploring the metaverse in recent years, with one of its first ventures being the “Ralph Lauren Winter Escape” experience inside the Roblox universe. The virtual experience allowed users to purchase NFTs inspired by the brand’s clothing, including puffer jackets, checkered beanies, and a ski-wear collection. Ralph Lauren has also filed trademark applications for its Polo, Ralph Lauren, and Polo player logo, indicating potential plans to explore virtual clothing and digital fashion shows within the metaverse.
Givenchy’s Virtual Beauty House
Givenchy Parfums has entered the metaverse with the launch of the Givenchy Beauty House on Roblox, a virtual world where users can visit the Givenchy castle, explore its gardens, and dance in a nightclub. The brand has also released a range of digital items inspired by Givenchy fashion accessories, including a Le Rouge crossbody bag, an Irresistible backpack, a branded cap, 4G glasses, and a padlock chain. Users can also give their avatar a beauty makeover or even improvise as a makeup artist, all inspired by Givenchy’s iconic and luxurious products.
Dolce and Gabbana’s NFT Collections
Dolce and Gabbana is no stranger to pushing the boundaries in the fashion industry, and the brand has continued this trend in the metaverse. In 2021, the Italian luxury maker released Collezione Genesi, a collection of nine NFT pieces inspired by its Venice show. It sold for a shocking $6 million, far exceeding the price of physical Dolce and Gabbana clothing. This year, founders Domenico Dolce and Stefano Gabbana have continued designing part-NFT, part-physical pieces to supplement fashion lovers’ metaverse wardrobes with another Dolce and Gabbana collection filled with 20 complete looks of wearable NFTs. These collections demonstrate Dolce and Gabbana’s dedication to bringing fashion to new dimensions and continuing to innovate in the industry.
Christian Dior’s Metaverse Collaborations in China
Christian Dior has embraced the metaverse in its marketing strategy, collaborating with Chinese metaverse XiRang, owned by search engine giant Baidu, to showcase its Fall 2022 menswear collection. The brand previously joined forces with South Korean metaverse Zepeto to create digital makeup looks and collaborated with the Ready Player Me platform to promote a Dior fragrance. These virtual collaborations demonstrate Dior’s willingness to embrace new technology and reach new audiences in the digital space.
Overall, it is clear that the metaverse is quickly becoming an essential platform for fashion brands, offering new opportunities for creativity, marketing, and e-commerce. As virtual and augmented reality technology continues to advance and more consumers engage with the metaverse, we will likely see even more fashion brands exploring this space and experimenting with new ways to connect with their customers in the digital realm.