68 | Metavers » Metaverse Moda / Fashion Fash i on loves t he Me tave rse The emperor’s newdigital clothes or the future of brands? Fashion has “changed clothing” in the Metaverse, and it’s the year’s most fascinating “makeover” The situation is clear, the fashion industry is generating serious profits in the Metaverse, utilising this fascinating platform to reach new demographics, expandmarket reach and promote the latest (branded) goods. It was this March when the world witnessed the first ever Metaverse Fashion Week – a fourday virtual event packedwith fashion shows, panel discussions and other digital events that unfolded in the virtual three-dimensional world of Decentraland. Prestigious fashion brands like TommyHilfiger, Etro and Roberto Cavalli accepted to participate, and anyone who was online was able to log in, browse and buy. In Decentraland, the avatars of users can roam the platform, hang out, play games, sell and buy everything from digital real estate to fashion items – using cryptocurrency. According to experts in this “brave new world”, this format is particularly attractive to globally influentialmanufacturers of clothing, footwear and accessories, and they will increasingly approach the sale of digital fashion according to the principle of NFT art. Choosing the right outfit for your avatar will be aspirational for the average user, just like shopping in the real world. The validity of this hypothesis will most likely be confirmed with Generation Z and Millennials, who are expected to be able to spend around five hours a day in the Metaverse in the next five years. That’s one of the conclusions of an extensive study byMcKinsey –meaning that all that screen time won’t leave a lot of time to get dressed and leave the house. For now, fashion brands are mostly in thephaseof raising awareness of this newmarket and collaboratingwithdevelopers tocreatedifferent clothing options of this new dimension. Famous fashion company Balenciaga has joined forces with the creators of the game Fortnite, in which one of the characterswears a digitally branded sweatshirt that you can also buy in the real world – for a price of 725 euros. As a comparison, in Fortnite currency the same itemwould cost you around 1000 V-Bucks, which is slightly over ten euros. Famous American designer Ralph Lauren and his creative team created digital ski equipment that you canwear in Roblox’s Ralph Lauren Winter Escape, while French luxury sports brand Lacoste has secured its place in Minecraft: apart from the digital wardrobe, an actual capsule collection that’s available for real-life purchasing has also come to life. The giants ofmass fashion that are Spain’s Zara andSweden’sH&M also wanted their own slice of this “digital cake”, thus you also can buy their “unreal” pieces in shops, and not only in the Metaverse. This might not have proved to be an instantly lucrative project, but it certainly served as a great marketing catchphrase – especially in this age of sustainability, when all the companies that brand tons of clothing in season are under scrutiny. This all inevitably also led to a real-life fashionshowinspiredbyadventures in digital style - one such showwas held in Bangkok in early autumn and generated great interest. Still, regardless of how creative and exciting all of these collaborations have proven to be, theirmonetisation is still only a small piece of the complex capitalist puzzle. No one knows what the global fashion market will look like in sixmonths, let alone in ten years, so it still applies that one Chanel bag in the hand is worth a thousand in the digital bush. Odabir prave odevne kombinacije za avatar biće aspirativan za prosečnog korisnika, baš kao što je kupovina u stvarnom životu Choosing the right outfit for your avatar will be aspirational for the average user, just like shopping in the real world
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