Meta gets into digital designer fashion with Balenciaga, Prada and Thom Browne

Meta gets into digital designer fashion with Balenciaga, Prada and Thom Browne


Mark Zuckerberg and Eva Chen announced the launch of Meta’s first digital fashion store on Instagram. Image: Mark Zuckerberg/Instagram

OGiant eb Meta is taking a big step into the fashion world after unveiling details of its first digital clothing store. And the firm does not do things by halves for the launch of this new kind of point of sale, called Meta Avatars Store, offering creations by Balenciaga, Prada or Thom Browne. A whole universe of luxury accessible in a few clicks.

Equipping yourself with Prada clothing is not within everyone’s reach, far from it, but digital fashion could make clothes from the biggest luxury houses more accessible. You might not be able to show off these purchases on the street, but digital fashion purchases can be showcased on social media, and in the metaverse, by dressing up your avatar like never before. In any case, this is the idea behind the recently unveiled project of the Meta Group, led by CEO Mark Zuckerberg, which is about to launch its first digital clothing store, the Meta Avatars Store.

It was via an Instagram Live that Mark Zuckerberg and Eva Chen, vice president of fashion partnerships at Instagram, announced the news, referring to a new showcase for avatars of Facebook, Instagram and Messenger users, even if the free clothing options existing will remain. This new type of store is expected to start rolling out this week in several countries, including the United States.

Initially, users will be able to buy designer outfits from Balenciaga and Prada, two brands that have already experimented with some of the possibilities of the metaverse, but also from Thom Browne. Accessible luxury, in short, even if the web giant has not yet commented on the prices of these digital clothing items. However, it is specified that the store will be enriched over time with clothes designed by other major fashion houses.

The first images unveiled by Eva Chen and Mark Zuckerberg show a motorcycle suit, a Balenciaga hoodie, as well as outfits spotted at the latest Thom Browne fashion shows and worn by a host of celebrities at the last Met Gala. All these choices are likely to find favor with consumers. “Digital goods will be an important means of self-expression in the metaverse and a great driver of the creative economy,” said Meta’s CEO.

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While many players in the fashion industry initially focused on showcasing NFT collections, they are gradually turning to digital fashion, another possibility offered by the metaverse. DressX is one of the specialists in this market, but brands such as Gucci, Balenciaga, Nike, Tommy Hilfiger or even UGG have already made some inroads through partnerships with Zepeto, Roblox or Fortnite, social gaming giants.

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