Meta is creating an online store where its virtual avatars can shop for Balenciaga, Prada, and Thom Browne clothing. To begin with, Meta’s retail venture will feature designs from the three luxury companies, which are the first to join Meta’s retail attempt.
Mark Zuckerberg and Eva Chen, Meta’s vice president of fashion and retail partnerships, met last week to demo the platform’s new avatar fashion.
This time around, Zuckerberg’s Meta avatar was dressed in Balenciaga’s motorcycle suit, Prada’s Linea Rossa line white jacket and shorts, and one of Thom Browne’s distinctive grey suits. Zuckerberg stated in an Instagram Live announcement that the high-end apparel will allow Meta users to better express themselves and engage with one another.
As of 2019, Meta has been allowing its users to build their own avatars, and features like free virtual attire have already been included.
A marketplace with products from a variety of designers is the platform’s next phase, according to Zuckerberg. It will allow “all various kinds of creative people to engage and develop apparel and sell it,” he wrote on Instagram.
In the metaverse, more high-end designers will be invited to develop collections, but Meta will also welcome “a lot more brands that don’t exist physically [to exist] in the metaverse,” said Chen.
Meta isn’t the first virtual fashion line; Tribute Brand has been making flame-engulfed dresses and floating pants since the early 2020s, and they’ve been doing so since then.
When asked about Meta’s connections with Balenciaga, Prada, and Thom Browne, Zuckerberg remarked, “Seeing the fashion work we’re doing in the metaverse with that kind of high-quality stuff is very cool.”
As with Tribute Brand’s present creations, he thinks the platform’s digital fashion marketplace would encourage designers to create apparel they wouldn’t be able to produce in the actual world. He said that “Web3 and Meta are offering unprecedented prospects for our audience, our products, and our brand,” Balenciaga CEO Cédric Charbit stated.
My [digital] Prada is currently being cleaned. — In the near future, Meta wants to add more companies to its marketplace and the Avatar Store will be launched in the United States, Canada, Mexico, and Thailand.
“A lot of the dream here is to make [Meta’s marketplace] available to everyone,” Zuckerberg stated in his initial announcement.
However, the price of Meta’s digital designer clothes has yet to be released, and Balenciaga, Prada, and Thom Browne are not names that generally connote affordability. Of course, for rich Zuckerberg, the term may have a different connotation.
To create branded digital clothes, luxury design brands are increasingly collaborating with technological companies. It was last year that Fortnite offered Balenciaga skins, which allowed users to buy in-game clothing such as a branded sweatshirt. Gucci Town, a virtual town in Roblox, features a garden with the brand’s logo, as well as a store.
This afternoon, the announcement of Meta’s launch was casually announced without further explanation from the corporation. “Soon,” Meta states, but no details on how consumers might get to the store were immediately available.
It is hoped that virtual garments will be cheaper than genuine ones. Instagram’s head of fashion partnerships, Eva Chen, previewed a look for Zuckerberg’s avatar, which included a cropped T-shirt, low-rise trousers, and a white belt.
His response was, “I don’t know that I ever could have pulled that off,” and he went on to say that. I’m with you!