Fashion is also betting on the Metaverse

Fashion is also betting on the Metaverse

Clothes for video games, virtual collections and, in the near future, real online shops. Fashion bets and invests on the infinite possibilities of the Metaverse.

All crazy about the Metaverse: even fashion lands in the virtual world

The Metaverse, according to Mark Zuckerberg, represents the future of humanity. A 3D universe identical to the real world. The acceleration of Facebook's patron towards virtual reality has prompted many companies to bet on this technology. Fashion has also smelled the deal and many brands are experimenting with the potential of the Metaverse.

For a few weeks, online and offline, we have been talking about Metaverse. A mania erupted following the speech given by Mark Zuckerberg during the annual conference in which the king of social networks rattles off his company's results and projects. On that occasion, in fact, the founder of Facebook announced the new name of his company to the world: Meta, short for Metaverso. A rebranding which hides a very precise vision of the future, all centered on virtual reality. But what is this Metaverse really? 


The future is in the Metaverse

The terminus, in reality, is not a neologism created by Zuckerberg but has a much longer history, probably known to lovers of science fiction literature. The first to coin it and talk about it, in fact, was the writer Neal stephenson in the novel Snow crash. It is among those pages that the Metaverse first showed itself in its form: a virtual space identical to the real world, which you enter through special tools and where you interact via avatars. Basically, a universe beyond the universe, beyond the real (from the Greek goal, what does it mean after). And it is precisely this that the visionary masters of technology imagine for the near future of humanity: the construction and growth of a new world, which is placed inside and next to the one we know. A virtual world where everything works as in reality: we meet, share experiences, shop. All without leaving home.

A truly revolutionary concept, therefore, destined to create opposing factions. On the one hand, those who consider him a harbinger of a dangerous one dystopia, of a world in which everyone will find themselves closed in their own enclosure, in the absence of real human contacts. On the other hand, who sees you huge possibilities, both for development and profit. So much so that the race to grab a slice of the new three-dimensional world has already begun: there are financial companies that are even spending millions of dollars to buy land in the Metaverse, despite today this parallel universe is still little more than a video game.

Fashion also lands in the virtual world

Also fashion has not hesitated to grapple with the ferment unleashed by the Metaverse. In fact, for some months now, many brands have been experimenting with virtual initiatives, especially in partnership with the world of Gaming. For example, there are those who created the 3D version of their collections to dress up the characters of some game. It is the case of Balenciaga, landed on the famous and discussed Fortnite, of Ralph Lauren, who chose the platform instead Roblox, Or of Benetton, whose clothes are featured on Animal Crossing. But there are also those who have gone further, creating their own video game, like Louis Vuitton e Burberry. Even more daring is the experiment dared by Gucci, which also launched the on Roblox virtual version of the bag Dyonisus, available in limited quantities and for only 48 hours. An unexpected success, given that the price reached 4000 dollars. The projects of Adidas e Nike. The first bought land in the Metaverse of Tha Sandbox to create a real digital headquarters. The second, however, appointed a manager of the Metaverse, with the task of developing Nikeland, a citadel of sport.

 It is clear that the big names have sniffed the business and are testing the ground. It is easy to assume that they will soon stop playing and begin to get serious, ushering real virtual stores that will make the very concept of e-commerce pale. Kind of like she has already done H&M, in collaboration with the digital services company Ceek, ahead of its time. Imagine being able to walk into one 3D boutique simply playing a video game or spending time on a social network, and being able to touch and try an infinite amount of products, many more than any physical store can contain. This, according to many, is the future of the fashion industry. And it will not be long in coming.


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