Metaverse Branding : 10 Best Virtual Fashion Projects
Metaverse Branding : 10 Best Virtual Fashion Projects
An in-depth analysis of how fashion brands are entering Web3
Ever wondered why the world's top fashion brands are buzzing about Web3? The answer lies in the vast, virtual universe known as the metaverse. This digital frontier is fast becoming the next big thing for fashion brands, offering them a fresh canvas to paint their stories and connect with audiences in ways previously unimagined.
The Value that Metaverse Brings to Fashion
Engaging the Digital Generation: The metaverse is where the youth are. Specifically, Gen Z, who make up about 60% of its users. These digital natives are always online, quickly adapting to Web3 and making it an integral part of their lives. For brands, this is the place to meet and engage with them.
Customized Experiences: Gen Z cherish personal spaces that reflect their unique style. With the metaverse's ability to offer personalized digital collectibles, like NFTs, brands can cater to this desire for individuality.
Beyond One-Way Communication: The metaverse isn't just a space for brands to showcase; it's a space to interact. Think of Nike's co-create initiative, where fans can design alongside the brand. From live events to simple chats, it's all about deepening the bond between brand and consumer.
Fashion Meets Gaming: The metaverse offers a unique opportunity to blend fashion with gaming. Imagine wearing a digital outfit from a top brand in your favorite game. It's a fun, fresh way to elevate brand presence and appeal.
A Global Stage with Local Feels: The beauty of the metaverse is its accessibility. Whether you're in a bustling city or a quiet town, you can be part of big fashion moments. It's a global stage where everyone gets a front-row seat.
Boundless Branding Opportunities: In the metaverse, the sky's the limit. Brands can craft experiences that might be impossible in the real world. Take, for example, virtual showrooms by giants like Dolce & Gabbana and Adidas. These spaces offer a unique blend of brand essence and digital innovation.
However, a mere presence in the metaverse isn't enough. Brands need to be dynamic, innovative, and offer fresh experiences to keep consumers coming back. Many are already leading the way, blending the lines between digital fashion and real-world products.
Diving Deeper - Branding Strategies in the Metaverse:
Collaborations: Brands are teaming up with Web3 platforms to create unique experiences.
Digital Collectibles: NFTs are becoming a popular way for brands to offer exclusive digital items.
Real Meets Virtual: Some brands are bridging the gap, offering digital fashion items that can be turned into real-world products.
Virtual Fashion Shows: Traditional runways go digital, with brands hosting fashion shows in the metaverse.
Exclusive Events: From live performances to early product drops, brands are curating unique events for their audiences.
Games and More: Brands are adding fun elements, like mini-games, to keep users engaged and entertained.
Stay with me as we explore how 10 diverse fashion brands, from luxury to sportswear, are making waves in the Metaverse. Here's a summary of what, why, how:
1. Gucci : Gucci Ancora
Project Name : Gucci Ancora, launched in Sep 2023
Partnership: Roblox, ZEPETO (NAVER Z), QQ
Digital Collectibles / NFTs: Users can get limited edition fashion collectibles by completing the tasks on Roblox. A virtual collection of 16 fashion items will be launched on Zepeto.
Early Access: Post live-stream on ZEPETO, exclusive items from Gucci’s 2024 Spring Collection were made available to users.
Mini Games: On Roblox, users can interact with artwork unlocking quests related to the real-world show, complete with Easter eggs and secret portals. Also, Zepeto users can enjoy ‘Hide and Seek’ games with 3 others.
Virtual Runway: Gucci's Milan Fashion Week show was recreated for the metaverse, accessible on Roblox, ZEPETO, and QQ.
Virtual (Live) Events: ZEPETO's live-streamed debut fashion show for Gucci’s new Creative Director, Sabato De Sarno, mirrored the physical Milan Fashion Week event.
Highlights: The Gucci Ancora space on ZEPETO is set for enhancements from October, they will launch virtual collectibles as well. The brand is planning to offer more experiences and entertainment options in the virtual space.
The Take Out From Gucci
Gucci is making waves with its metaverse projects across different platforms. It's impressive how they're keeping things clear for everyone, even with their active involvement in the Web3 space. Their live-streamed fashion shows are a hit, letting fans catch the latest trends as they unfold. Plus, who wouldn't want to dress up their virtual self with Gucci's exclusive digital collectibles? Throw in some fun challenges and photo ops, and you've got something that's sure to grab the attention of Gen Z.
2. DIESEL : Metamorph
Platform Name: Metamorph (Vert Watch Project), will launch in Nov 2023
Partnership: Artificial Rome
Digital Collectibles / NFTs: Each Vert watch purchase grants a NFT, acting as a metaverse passport. They released 300 limited digital collectibles collaboration with Sejan Jansen and Artificial Rome.
Digital to Real Fashion: Project hints at the convergence of digital and physical fashion realms—Customers can experience Vert Metamorph at selected stores worldwide (EU, US, Japan).
Early Access: NFT holders get early access to purchase limited Vert Watch. Diesel gives privileges to the holders such as premium custom options and access to thier MFW show.
Mini Games: In the Metamorph space, Diesel offers quests where players engage with a "reactivating time" theme.
Virtual (Live) Events: It ends with a virtual concert by artist Lil' Dre, celebrating the player's journey.
Highlights: Beginning October 3rd, a global campaign will launch, encompassing digital and out-of-home promotions. Vert NFT owners can evolve their avatars from October 18th. Online event for Vert holders runs from November 2nd to 17th, complemented by interactive installations in selected Diesel stores.
The Take Out From Diesel
Diesel, a brand captures the hearts of Gen Z, is rapidly embracing the Web3 realm. Their strategic move into the NFTs, offering exclusive benefits to holders within the metaverse is commendable. Another thing to note is—their recent partnership with DressX. Launching 10 looks in the Meta Avatar Store through this partnership highlights Diesel’s approach to Web3. To maximize the impact, I believe it's essential to strengthen the ties between these projects and the metaverse space. Since they are enjoying great popularity, it would be a good idea to host virtual runway and fashion live events to broaden their fan base.
3. Nike : .SWOOSH
Platform Name: .SWOOSH
Digital Collectibles / NFTs: Nike's .Swoosh offers virtual wearables as valuable NFTs, including apparel, accessories, and virtual sneakers.
Digital to Real Fashion: They launched the first virtual collection ‘OurForce 1’ in April and started to drop the physical sneakers AF-1 'TINAJ' based on it, from October 20th.
Early Access: .Swoosh members have early access benefits including exclusive preview of new products, benefits of co-creating virtual sneakers and engaging with Nike’s team.
Virtual (Live) Events: .Swoosh community members can access to exclusive events in both virtual and physical realms, such as webinars, workshops and Q&A sessions.
Highlights: .Swoosh will host a market for trading OF1 Boxes and other virtual items. Also, Nike will add utility to their virtual collectibles.
The Take Out From Nike
Nike’s innovative approach of intertwining community engagement with digital fashion is remarkable. Through co-creation projects, they're not just offering products but an experience, allowing consumers to be part of the brand's evolution. This dynamic interaction between brand and consumer is reshaping how we perceive brand loyalty and participation. As Nike gears up to unveil .Swoosh to a broader audience, I'm eagerly anticipating the ripple effects it will create in the digital fashion landscape and how other brands might respond to this pioneering move.
4. Lacoste : Summer Virtual Store
Platform Name: Lacoste’s Summer Collection Virtual Store, launched in July 2023
Partnership: Emperia
Digital Collectibles / NFTs: Lacoste connected their NFTs(UNDW3) and community throw members only VIP space, granting holders exclusive access.
Digital to Real Fashion: They offer Digital Twin of physical items trough AR tech, lead customers to their online store.
Early Access: Le Club Lacoste and UNDW3 members have exclusive access to VIP rooms. UNDW3 holders can access to limited edition and physical events.
Mini Games: The virtual store offers entertainment in the form of a scavenger hunt.
Virtual (Live) Events: UNDW3 holders can participate in creative contests, interactive games and weekly mixed reality quests.
Highlights: Lacoste is building a strong community and shopper loyalty beyond physical, offering a co-created NFT collection and weekly rewards.
The Take Out From Lacoste
Lacoste is currently providing a great example in the emerging field of Pigital (digital + physical) NFTs. In particular, creating a metaverse space on their own website to guide customers to the online store, connect NFTs and community through members-only space was a smart move. The community-exclusive space and VIP benefits give enough reason to customers to be part of it. Furthermore, various activities including music playing and gaming, has offered customers an engaging experience in that space. I believe they could develop these activities to provide customers with more interactive and memorable experiences.
5. BOSS : Immersive Showroom for DFW
Platform Name: Hugo Boss’ Immersive Showroom SS23 for DFW, launched in March 2023
Partnership: Spatial, Exclusible, Polycount
Digital Collectibles / NFTs: Users can reward with a digital fashion item which can be worn at Ready Player Me
Digital to Real Fashion: Boss connected their metaverse space to their online store. As a digital extension of their SS23 fashion show, 5 looks displayed in the metaverse are shoppable, linked to the relevant product pages on hugoboss.com.
Early Access: Users can reward a digital fashion item as seen on Boss’ runway. This item can be worn on the multi game platform Ready player Me.
Mini Games: Users will be encouraged to collect objects and get reward once they complete the quest.
Highlights: Daniel Grieder, Boss’ CEO, emphasized that the immersive showroom is a pivotal step in Boss’ exploration of Web3 and Metaverse. Brand views metaverse as a potential sales channel.
The Take Out From Boss
No doubt about a significant impact on shaping brand’s image by releasing the metaverse space reflecting their identity. Boss is making waves with its virtual showrooms. In particular, they're connecting with younger fans by offering digital outfits for platforms like Ready Player Me. To make their online spaces even more exciting, they could add more stories, spaces and collectibles which show their identity. Imagine portals between different areas, fun and engaging games, and events for the users who could be your future customers.
6. Louis Vuitton : Digital Show Experience at VivaTech
Platform Name: Do not have a name yet, but Louis Vuitton introduced a Digital Show Experience at the LVMH Pavilion during the VivaTech in June 2023
Partnership: Epic Games
Mini Games: Louis Vuitton introduced LV arcade machines by Flex Arcade, users could have their virtual journey
Virtual Runway: They relived the AW23 men’s fashion show during the event
Virtual (Live) Events: The showcased virtual experiences at VivaTech through their VR headset
Highlights: LVMH announced a partnership with Epic Games at VivaTech. They will offer immersive metaverse experiences including virtual fitting rooms, runway shows, 360 product carousels, AR and digital twins.
The Take Out From Louis Vuitton
The announcement of LVMH Group's partnership with Epic Games is highly anticipated in the Web3 domain. As a leading brand in Web3, their diverse and innovative approach to the space stands out. Louis Vuitton, in particular, has caught the eye with its technological advancements, especially introducing its own VR. While only the partnership announcement and showcase have been revealed so far, their plans are incredibly exciting. They've already shown remarkable results and community-building in NFTs. I believe many will be keen to explore if they create a platform linking their digital collectibles, this metaverse project, and even the gaming sector.
7. Adidas : MVFW by Decentraland
Platform Name: Adidas’ virtual space in Metaverse Fashion Week (MVFW) by Decentraland, launched in Mar 2023
Partnership: Decentraland
Digital Collectibles / NFTs: Adidas showcased its Virtual Gear digital fashion collection launched in November 2022. These NFTs became a virtual reality in Decentraland.
Early Access: NFTs owners could get a 3D replica of their items to wear in Decentraland's virtual world. Users experienced the Virtual Gear collection firsthand via their virtual fashion show. Community first approach-Adidas aims to offer its community a digital twin of their Virtual Gear without needing to purchase the 3D version.
Virtual Runway: Adidas hosted a virtual live fashion show on March 29th
Virtual (Live) Events: Adidas hosted a virtual live fashion show on March 29th
Highlights: Adidas made its first appearance at MVFW, offered multiple ways to own the virtual collection. Adidas fans could own the Virtual Gear collection in three ways: in their digital wallet, as a profile picture through the Adidas atelier, and as a Decentraland avatar identity during MVFW. They are keen to understand if wearables that can transfer to other platforms add value to its community.
The Take Out From Adidas
Adidas' debut at MVFW highlights the utilization of crossway virtual collectibles and community engagement. Instead of using virtual collections for a single purpose on one platform, using them in various forms across different platforms will give customers more reasons to desire ownership. Adidas is already effectively leveraging its strong community built over many years and the power of virtual collectibles. Connecting various platforms in this way expands the possibilities of what virtual collections and metaverse spaces can do. In the near future, I believe that such crossway digital collections will be more captivating for Adidas fans and the NFTs community.
8. Tommy Hilfiger : Multi-Metaverse Hub
Platform Name: Tommy Hilfiger’ Multi-Metaverse Hub for Metaverse Fashion Week (MVFW) by Decentraland, launched in Mar 2023
Partnership: Emperia, Decentraland, Roblox, Spatial, DressX, Ready Player Me
Digital Collectibles / NFTs: Tommy Hilfiger showcased exclusive digital items
Digital to Real Fashion: The brand has introduced dual availability for purchase in both digital and physical forms. Attendees can choose to have items shipped to their doorstep via Emperia’s hub or wear them in online (ex. Ready Player Me).
Early Access: They showcased 4 exclusive virtual items presented across all platforms. The highlight is a varsity jacket that can be worn in real life and in various game environments.
Mini games: Gamification elements through various platforms
Virtual (Live) Events: Within the virtual space, users can participate in a community-driven competition, experience a photobooth and AR features.
Highlights: Tommy Hilfiger integrated with various metaverse platforms, ensured the brand presence across all platforms with ‘TH' monogram. They engaged with the community through various activations and competitions.
The Take Out From Tommy Hilfiger
Just like Adidas, Tommy Hilfiger’s creation of a multi-cross metaverse hub is noteworthy. They gathered their various projects into one virtual space making it uncomplicated and easily accessible for consumers. Above all, their expansion of possibilities from digital collectibles to physical fashion items through this metaverse platform can be pointed out as a distinctive feature. Furthermore, strengthening the community through diverse events is considered a smart move in embracing Web3 comprehensively. I hope it’s multi-metaverse hub will continuously develop beyond event-based activities, allowing users to engage in a variety of interactive experiences within it.
9. Dolce & Gabbana : MVFW by Decentraland
Platform Name: Dolce & Gabbana’ virtual space in Metaverse Fashion Week (MVFW) by Decentraland, launched in March 2022 and March 2023 (Second edition)
Partnership: Decentraland, UNXD
Digital Collectibles / NFTs: Dolce & Gabbana showcased collection of metaverse wearables. They officially released DGFamily, an exclusive NFT community in 2022. In 2023, the winning pieces of “Future Rewind” competition could be part of a digital wearables.
Digital to Real Fashion: DGFamily offers access to physical and digital events.
Early Access: Users could experience exclusive pop-up in Decentraland. DGFamily holders had access to exclusive drops, vote to “Future Rewind” competition (2023).
Virtual Runway : D&G hosted a virtual live fashion show (2022)
Virtual (Live) Events: D&G hosted a virtual live fashion show (2022). They presented “Future Rewind” digital competition with UNXD, winning designers could be featured in the Dolce&Gabbana’s virtual space at MVFW.
Highlights: D&G represented fusion of traditional luxury fashion with digital design through the digital competition. They connected with a global audience and solidified their presence in the digital fashion world.
The Take Out From Dolce & Gabbana
Dolce & Gabbana has actively embraced Web3 by participating in MVFW for the second time. This year was particularly special as it involved young digital fashion designers and the NFTs community. When a traditional luxury fashion brand collaborates with young, up-and-coming digital fashion designers, I believe it can showcase not only its signature style but also unique and innovative creations never seen before. This approach could also strengthen the connection with Gen Z. I hope to see their metaverse event evolve further, providing users with a variety of enjoyable experiences within it.
10. Lululemon : The Chargefeel 2 Virtual World
Platform Name: Lululemon’s Virtual World for The Chargefeel 2 shoe, launched in August 2023
Partnership: Emperia
Digital to Real Fashion: Customers could experience virtual try-on, collaboration with WANNA | 3D & AR
Early Access: Their virtual world synchronizes with the online and in-store launch of the shoe
Mini Games: A metaverse journey along the 3D sneakers
Highlights: Lululemon invited customers to explore, discover and connect with their vision. They are aiming to revolutionize the customer experience in the active, athletic leisure category
The Take Out From Lululemon
Including Lululemon, fashion brands that directly link the metaverse spaces to their own websites facilitate accessibility for customers. This is because it can easily guide traditional fashion consumers to virtual fashion and digital wearables, which may be unfamiliar to them. Since Lululemon is a leisure and activewear brand, it would be beneficial to host virtual events that their target consumer base would find appealing. For example, how about projects such as live activity classes with famous athletes, leisure events in the metaverse to participate in together, or connecting exclusive virtual and physical items?
Conclusion
The fashion brands I've delved into are pioneering the integration of metaverse spaces, transforming them into complex opportunities. I cannot deny that virtual spaces merely used for one-off marketing stunts lack appeal. Yet, when brands invite their customer and community to actively engage and gain exclusive access or items, it captivates the new, virtual-savvy customer base.
To truly thrive, fashion brands should view the metaverse as a gateway, bridging various Web3 and physical elements. We're on the cusp of a new era in fashion, and I'm eager to witness more brands evolve their metaverse presence, nurturing a new fashion culture.
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