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Zara lands in the metaverse with its first collection

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After the first “Metaverse Fashion Week” held at the end of March in the metaverse of Decentraland, the brands seem determined to invest in the world of virtual fashion. This is the case of Zara which has just launched its first solo collection in the metaverse.

The Spanish group Inditex and its distributor Zara are not at their first attempt in the virtual world. In collaboration with the Ader Error label, Zara took its first steps into the metaverse in December 2021. On this occasion, they launched a collection available in a few stores and online on the Zepeto platform.

A new virtual and physical collection

 

The new collection, called Lime Glam, however, is fast fashion giant Zara’s first solo. Clothing, accessories and makeup are designed to be worn in the virtual world, again on Zepeto. The collection is also available in a selection of physical points of sale and on the online store.

This dual accessibility seems to be a way to match his avatar in the metaverse with his personality. Thus, we choose for our avatar a look that we would choose IRL. This is the idea that Zara seems to have adopted to promote its new collection.

Indeed, the page dedicated to Lime Glam on its website presents in parallel the “physical” clothes and the images of the avatars dressed in the virtual version. The 3D designs are simple and representative of everyday ready-to-wear: little gathered dress, pink platform sandals, oversized denim jacket. Finally, this choice reinforces the idea that the brand contributes to forging an avatar as close as possible to its real personality

 

The Rise of Fashion in the Metaverse

Thanks to metaverses like Decentraland, Somnium Space, Zilliqa and others, brands can now cater to avatars. More and more clothes are designed to play this dual role, one for your real appearance and the other for your virtual self.

The Zepeto app also offers a photo booth, digital walls and a floor dedicated to this collection. It is with this platform that Raplh Lauren collaborates, and that Gucci launched Gucci Villa in August 2021.

The fashion and cosmetics sector is only beginning to measure the potential of the metaverse. As consumers increasingly spend time immersed in digital worlds , brands are experimenting with virtual versions of their products. In recent years, luxury and ready-to-wear have seen the focus of the customer shift from the actual product to the shopping experience.

The metaverse is finally a new way for brands to offer a unique experience. According to Morgan Stanley, the digital fashion market could reach $50 billion by 2030. As major fashion brands move to the metaverse, avatars and therefore their customers will have a choice of more and more varied to display their style. Will this eventually replace the need for a physical purchase?

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