After Facebook changed to meta last year in October, Meta tweeted, “ Hey @Balenciaga, what’s the dress code in the metaverse?” And now, Balenciaga, Prada, and Thom Browne have walked into meta’s digital marketplace to sell their digital fashion products to virtual avatars in the metaverse.
This collaboration focuses on improving the quality of meta’s recently established digital fashion store; for this, prominent fashion brands have already lined up. This business partnership is an effort to go all digital and promote businesses in the metaverse that meta is creating.
Mark Zuckerberg, founder and CEO of meta revealed this news on the 17th of June during an Instagram live video stream with Eva Chen, currently working as vice president of fashion partnerships at Meta for Instagram. He said, “Basically, it’s a clothing store for your Meta avatar. We already have a bunch of different free clothing … but we also wanted to create this marketplace,” Zuckerberg further added, “A huge part of how people express themselves is through what they wear and fashion.” “I’m really grateful and proud that these brands are joining us to kick off fashion in the metaverse,” Mark said. He expressed his idea by adding, “ We want to create a marketplace so creators, over time, can design clothing and sell it.”
He seemed confident about it and explained the reasoning behind this initiative; he said, “A lot of the dream is to make it accessible to anyone. If you want to design fashion today, you need the physical materials and equipment, but in the future, anyone with a computer and imagination will be able to come up with ideas for this.”
Zuckerberg also made a witty remark on his wardrobe, indicating that his version of metaverse might be in parade head to toe. “It takes a certain confidence to wear shoulders-to-toes Prada, and I think in the metaverse, I may just have that confidence.” He said.
Eva Chan, presenting her take on this decision, said, “Fashion is ultimately a form of art and self-expression. And now, being able to wear Balenciaga, Prada, and Thom Browne, I can’t wait to see what comes from this.” She said, “With this partnership, the three brands would join Meta to sell fashionable avatars.”
This digital marketplace will enable users to buy their digitally designed fashion for their virtual avatars on Facebook, Instagram, and Messenger.
Where Will These Online Stores be Available?
The digital stores will initially be on social media platforms, Facebook, Messenger, and Instagram. The company has also decided to launch online stores in the US, Canada, Thailand, and Mexico.
More About Metaverse
Metaverse is a complex concept of virtual and augmented realities connecting users in a virtual space to connect, play and exchange transactions. The metaverse term was first used by Neal Stephenson in his science-fiction novel “Snow Crash” in 1992. It portrayed a place where people used VR headsets to connect in a digital game world. But recently, this term grabbed more attention because major brands have started to commit significant money and resources to it. The brands and their campaigns in the metaverse are extending into hybrid reality through eCommerce efforts, broader plans, and marketing promotions.