After having explored the infinite possibilities offered by NFTs from top to bottm, the fashion industry seems to be investing in its positioning when it comes to digital fashion and gaming. These are two playgrounds that it has been experimenting with for over a year now, but where activity now seems to be ramping up. The latest launches of Balmain, Dolce & Gabbana, Ralph Lauren, H&M, and of course Gucci, all revolve around these virtual worlds.
After Balenciaga in 2021, followed by Moncler and Armani Beauty, it is now the Ralph Lauren label that has announced a partnership with popular game"Fortnite" , with the key collection"Polo Stadium Ralph Lauren." It's an opportunity for the luxury brand to present digital clothing and accessories, which can be transposed in the real world, to some 350 million potential players .
At the same time, Dolce & Gabbana has teamed up with Mkers, this time focusing on esports through the 'gooDGame' project. Beyond initiatives created around the practice of esport, the Italian house has also created a collection, although this time exclusively for gamers, as well as a web series of eight episodes produced by Frame by Frame. Once again, this is a way to gain attention from gaming enthusiasts if not their business, the majority of whom belong to Gen Z.
H&M also aims to make it's metaverse mark, although more modestly, with the Innovation Metaverse Design Story collection, to be discovered from December 8. Although it is a physical collection, it will be available for virtual fitting sessions thanks to five augmented reality filters designed with the Institute of Digital Fashion.
And this seems set to strengthen in the weeks and months to come. While more than 62 million virtual clothes and accessories were designed on Roblox in 2022, the platform also announced a partnership with the prestigious Parsons School of Design involving a course on the creation of digital clothes, as well as on the relationship between physical and digital fashion. A collaboration that says a lot about fashion's interest in these new virtual worlds.
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