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Meta officially launches digital luxury fashion


Meta, the owner of Facebook, Instagram and Messenger, has revealed the launch of its first digital fashion store, Avatars Store. This shop brings luxury at your fingertips by offering design by designers Balenciaga, Prada and Thom Brown.

Digital fashion is expected to make it easier to obtain luxury clothing and, if it does not allow them to be worn and displayed on the street, it will make it possible on social network and in the “Metaverse”, choosing luxury models worn by avatars or “avatars” in the predefined world.

This project is currently in the works by Meta, whose CEO Mark Zuckerberg has announced the launch of its first digital clothing store.

The announcement was made via a live broadcast on Instagram, in which Zuckerberg appeared alongside Eva Chen, vice president of the fashion department of Meta. In this context, we announced the launch of a new interface for the sale of design per avatar or “avatar” for Facebook, Instagram and Messenger users, without canceling the current free clothing options available on them, and that this new store will start working this week in several countries, including the United States.

At first, users will be able to get exclusive dresses from Balenciaga, Prada and Thom Brown who have already tested some of the possibilities of the Metaverse universe. However, the prices of these digital dresses have not yet been revealed and it is store it should be enriched with fashion and accessories that bear the signature of other international fashion houses.

The prime photos released by Zuckerberg and Eva Chen are of the two avatars wearing Balenciaga tracksuits and hoodies, as well as Prada dresses and selected Thom Brown designs previously worn by celebrities at the recent Met Gala. “Digital assets will become an important medium of expression in the metaverses and a major driver of the creative economy,” said Zuckerberg.

It seems that the interest of the international role in the field of fashion is no longer limited to token non-fungible or NFT, but also at the launch of digital fashion. The first steps in this pitch have been made by brands such as Gucci, Balenciaga, Nike and Tommy Hilfiger, who have collaborated with famous digital gaming platforms such as Roblox, Zepeto and Fortnite to launch projects that bear their signature, so what developments will the future bring for us in this field?

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