Luxury and mainstream fashion brands have adopted digital fashion in diverse ways—some little by little, while others created whole worlds in the digital realm. Some were even born digital.
The fashion industry is undergoing revolutionary transformation as it steps into the virtual realm, embracing the metaverse to redefine how consumers interact with clothing. From immersive experiences to NFT apparel, brands are leveraging digital channels to connect with audiences in unprecedented ways.
From mass-market to high-end brands, entering the metaverse is a way to reach a wider audience and tap into broader markets, especially younger demographics. It also allows labels to experiment in design and create avant-garde virtual garments that attract people’s attention and influence their purchasing behaviors.
If you’ve read our other blogs, you have an idea about digital fashion. Let’s delve into the brands at the forefront of this industry.
The Digital Fashion Market: Brands Revolutionizing the Industry
Gucci
Gucci was a pioneer in the adoption of the metaverse, establishing its presence with groundbreaking initiatives blending luxury and digital innovation.
It sold its first video collectible “Aria” in 2021 through auction house Christie’s, with a price of $25,000.
In 2022, the brand created the Gucci Vault store in The Sandbox, which is an online gaming platform that offers immersive experiences and enables NFTs monetization in the blockchain. The Vault was built to showcase the company’s rarest vintage apparel and be an accessible way for visitors to know the brand and its history, while in the real world this would be an almost impossible opportunity. Players can experience it at 360°, immersing themselves in narratives and accessing exclusive rewards. Gucci Vault’s doors were opened to everyone without an NFT or ticket required.
Around the same time, the brand opened Gucci Garden on Roblox, divided into themed rooms where visitors immerse themselves in the creative director’s vision and inspirations. The Garden featured a store where users could purchase exclusive, limited-edition avatar items. This initiative attracted 20 million visitors, reflecting the reach of the digital realm. Consequently, it opened Gucci Town, a permanent space on Roblox where consumers can experience the brand in a whole new way.
Louis Vuitton
The emblematic brand participated in the NFT boom of 2021-2022 with their first drop being a game app featuring the company’s mascot Vivienne on a virtual journey through France. Louis Vuitton partnered with web3 artist Beeple to make the game happen. During the game, players could explore the virtual world while collecting NFTs and candles that unlock stories about the fashion house. The game included a themed PFP (profile picture) NFT collection.
In 2023, Louis Vuitton came out with a very exclusive drop called the Treasure Trunks. Each trunk NFT will need to be unlocked by a digital key that will be launched in the future. When users open their treasures, they will also receive a physical version of the item.
And one last detail—the brand will only launch a few hundred collectibles, and the price for each Treasure Trunk is $39,000.
Dolce & Gabbana
Dolce & Gabbana sold at auction a nine-piece collection of digital NFTs in 2021, named Collezione Genesi. Along with some actual couture, the collection generated over $6 million. Five of the pieces were physical creations designed by Dolce & Gabbana, with virtual iterations by UNXD, a curated NFT marketplace for digital luxury and culture. The four other pieces were digital, sketched by the luxury designers and constructed by UNXD.
In 2022, Dolce & Gabbana partnered with UNXD again and inBetweeners to drop an NFT Drip collection on OpenSea—the world’s first and largest web3 NFT marketplace. Then again, this high-end brand joined the Metaverse Fashion Week 2023 with The Future Rewind, a digital wearable competition.
Yves Saint Laurent
YSL made its debut in fashion NFT creation with 10,000 Beauty Golden Blocks, opening the door to a new community in Web3. After, the company launched a collection related to their fragrance line Black Opium, where NFTs were acquired on their online store alongside physical perfumes.
The brand’s Collezione Genesi is an example of physical items making it to the NFT fashion marketplace. The collection was auctioned off for $5.7 million, confirming consumers’ interest in NFTs.
Driving Growth in the Digital Fashion Market
The digital fashion market has witnessed exponential growth as brands like Gucci, Louis Vuitton, and Burberry embrace immersive technologies to create engaging virtual experiences. With metaverse spaces like The Sandbox and Roblox, companies are reaching younger, tech-savvy audiences while pushing the boundaries of design.
This market also allows brands to experiment with phygital concepts (physical + digital) and collaborate with digital-first platforms, ensuring their relevance in an ever-evolving industry. Experts predict the digital fashion market will continue to flourish as luxury and mainstream brands invest in virtual showrooms, NFTs, and gaming partnerships to redefine consumer engagement.
FAQs
- How are luxury fashion brands adopting digital fashion?
Luxury brands like Gucci, Louis Vuitton, and Dolce & Gabbana are embracing digital fashion by creating virtual stores, NFT collections, and immersive metaverse experiences. Gucci pioneered this shift with its Gucci Vault store in The Sandbox and Gucci Garden on Roblox, while Louis Vuitton dropped exclusive NFTs tied to digital treasure trunks. - How do NFTs play a role in digital fashion?
NFTs (Non-Fungible Tokens) allow fashion brands to sell digital versions of their clothing and accessories, often bundled with real-world products. High-end brands like Dolce & Gabbana and Prada have launched NFT collections, allowing consumers to own exclusive digital fashion items. These NFTs often grant access to unique digital experiences or limited-edition products. - What is the metaverse’s role in the future of fashion?
The metaverse offers fashion brands the opportunity to connect with younger, tech-savvy consumers. Virtual spaces like The Sandbox, Roblox, and Fortnite enable users to purchase digital fashion for their avatars, interact with brands, and participate in events like virtual fashion shows and immersive brand experiences. - What are some notable fashion brands innovating in the digital fashion space?
- Gucci: Launched the Gucci Vault in The Sandbox and Gucci Garden on Roblox, offering immersive virtual experiences and NFT-based fashion.
- Louis Vuitton: Created interactive digital experiences and launched limited-edition NFTs like the Treasure Trunks.
- Balenciaga: Released a digital fashion collection in Fortnite and continues to innovate with virtual fashion shows.
- Prada: Launched NFT timecapsules and partnered with Adidas for digital fashion collaborations.
- Can digital fashion be worn in real life?
Some fashion items are both digital and physical (phygital). Brands like Balenciaga and Givenchy are creating digital wearables paired with physical products, allowing consumers to enjoy fashion in both the virtual and physical worlds. - How are brands using gaming platforms to promote digital fashion?
Brands like Burberry and Prada have collaborated with gaming platforms like Roblox, Mythical Games, and Minecraft to create branded digital items, launch NFT collections, and offer virtual experiences. These partnerships allow players to engage with the brands and purchase exclusive virtual fashion.
Read the second part of this blog here!
