Luxury 3.0: Digital Fashion In The Age of Metaverse

Luxury 3.0: Digital Fashion In The Age of Metaverse
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Despite the observable developments in the extended reality and Blockchain sectors, some groups are still hesitant about whether they will change the way we do business fundamentally or not. We think this can be better understood if we take a closer look at the world’s most famous brands and what kind of use cases they have in the field of digital fashion. Are you ready to dive deep into the glamorous world of Luxury 3.0?


In addition to many industries stepping into the metaverse, fashion brands aim to reach a new level in user interaction with AR & 3D technologies and data synchronization. Today, those brands are able to turn these advantages into profit for their businesses. Let’s take a look at some of the major benefits of digitization for fashion brands in the metaverse.

Advantages of XR and Digital Ownership in Fashion

  • Taking advantage of 3D, AR, and virtual try-on to bring your designs to life is one of the most progressive solutions offered by new technologies. In this way, your customers tend to make better decisions with personalized service. Meanwhile, you can enjoy reduced return rates and increase your brand loyalty.

  • In the hustle and bustle of the modern world, physical shopping can be confined to a limited time. However, bringing this shopping experience to any platform you want provides both the freedom of timeless discovery and a shopping process that is very close to the real experience.

  • By pushing all the limits of technology, brands that are present in the Metaverse have the opportunity to create an endless ecosystem and most importantly, their own communities. With the database provided from the digital environment, it is easier to obtain customer feedback based on data.

  • Sustainability! Slow fashion is overtaking fast fashion. If we consider that the carbon footprint of a digital clothing product is 97% less than a physical clothing product, you can see that digital fashion is also a good step taken toward the global carbon-neutral target.

  • One of the best outcomes of digital fashion is probably brand loyalty and a solid community. Today the concept of community precedes a good consumer base. The opportunities that customers get through NFTs will help you nurture your community by providing customers utility.

Leading members of the fashion industry, especially luxury brands, are aware of these facts and want to bring the above innovations to their customers as soon as possible. And on the customer side, they are also excited about virtual identities and avatars to create the person they want to be online. Here are some of the big names in fashion that are already active in this field.


"Digital fashion has its shortcomings, but it's making huge strides every day. The pinnacle of engaging with a luxury brand right now is when you click like, comment, or buy something. I think we can take it to the next level."

Balenciaga CEO Cedric Charbit

Balenciaga CEO Cedric Charbit mentioned that they would like to take the customer-brand interaction to the next level, and they did. For Balenciaga Fall 2021 collection, the fashion house created its own video game, used virtual clones on the runway, and joined forces with Fortnite in the latest in-game items.


Fashion giant Gucci had its first virtual experience in Roblox with “Gucci Garden” last year. Now, with Gucci Town, it is getting ready to take its digital experience one step further. Gucci Town consists of a mixed garden that includes a cafe, an area for mini-games, and a store where players can purchase digital assets for their Roblox avatars.


French fashion and perfume house Givenchy also started its digital ownership innovations through Roblox. The fashion giant, which entered the metaverse with the launch of a beauty house it created on Roblox, also allows users to create their own avatars, which they can submit to a contest for a chance to win virtual accessories and prizes.

Tommy Hilfiger

Tommy Hilfiger participated in the Metaverse Fashion Week in March which was hosted by Decentraland. The brand invited consumers to beam their avatars into the virtual store and purchase 3D digital versions of the limited edition items in its spring collection, which included jackets, shirts, sweatshirts, and more. The products were presented as NFTs and had the utility of physical goods delivered to customers' homes.

Dolce and Gabbana

Dolce and Gabbana is one of the brands that did not see the NFT trend as a temporary wind and decided to bring the advantages of digital ownership to its consumers. In addition to the platform-based collaborations of most brands, Dolce and Gabbana made its entry into the metaverse by bringing an NFT collection called Collezione Genesis.


Another example of platform partnership is Dior partnering with the avatar platform Ready Player Me, giving you the opportunity to create a digital avatar and enter the world of Miss Dior perfumes.

More data, the power of 3D & AR, community building… And more!

Luxury brands are leading their metaverse initiatives by drawing attention to the various advantages of digital ownership. In order to keep up with these developments, you can contact our professional team today and obtain the key to virtual worlds by digitizing your products.

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