IP Rights in the Metaverse: A Changing (Virtual) World |  New York Law Review

IP Rights in the Metaverse: A Changing (Virtual) World | New York Law Review

The Metaverse, an immersive virtual experience drawing on the internet and the physical world, has become a leading force in branding and marketing for companies struggling to keep pace in an increasingly globalized economy. . Fashion brands, and especially luxury retail houses, are capitalizing on the popularity of virtual world games among younger generations by collaborating with gaming companies like Roblox and Fortnite to produce virtual fashion product lines.

Last May, Gucci held the Gucci Garden Experience on Roblox allowing users to purchase virtual Gucci items that their personal avatars can wear in the virtual world. Balenciaga also partnered with Fortnite to create an in-game virtual clothing line that also matched a real-world physical collection. Brands like Nike and Louis Vuitton have also followed the virtual fashion trend. For many of these brands, the metaverse presents an opportunity to attract new consumers and markets and build beyond the constraints of physical space.

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