Virtual fashion is a new trend.
Big fashion brands dress up as avatars and showcase their collections at fashion shows on the Metaverse. Top designers design clothes and you start to think the world is going crazy.
The point is that virtual is the future and technology opens up space for endless innovation and experimentation. Imagine if, through your digital avatar, you had the choice to dress up in D&G clothing on your next visit to your favorite Metaverse, or if Jimmy Choos were your avatar’s shoe of choice at a virtual music concert. NFT, Blockchain and fashion are coming together to make this really happen and it’s happening fast.
Fashion heavyweights such as Paco Rabanne, Selfridges, Tommy Hilfiger, Dolce & Gabbana, Esteé Lauder participated in the Metaverse Fashion Week held in Decentraland last year. The organizers reported that over 108,000 guests participated in the fashion event.
But even as virtual fashion becomes fashionable on Metaverse, and we admire the innovation and creativity of virtual fashion models, Metaverse is finding many new uses in the fashion industry. Virtual malls and stores are becoming popular among consumers who want to shop for real clothes.
Imagine you want to avoid traffic jams on weekends and avoid shopping in a crowded mall. You open your online shopping app on your smartphone and browse through a list of designs. There are high resolution photos of the model that you can see in different designs. You choose a few outfits, hoping they will fit you. You order and wait.
It takes about a week for delivery, and when you finally wear the clothes, you realize that the size is too small or maybe too big. The next logical step is to plan a return and choose the next size, hoping it fits. Probably will, probably won’t. It is often a matter of chance.
The whole process can be frustrating for both the buyer and the seller. Besides, it is not a sustainable process. Dealing with returned goods is not simple and does not make business sense. There is actually an entire industry working to bring efficiency to the process. But we will deal with that another time.
Metaverse is changing a lot of things for fashion buyers and sellers. Advanced technology means customers can now scan their body and use their ‘digital twin’ to shop for perfect matches on Metaverse.
For example, to avoid weekend crowds and traffic and save time, visit the virtual store of your favorite fashion brand on Metaverse. Your size, fashion and color choice is already in store. You are shown clothes based on your preferences.
Using a VR headset, right there in the middle of the store, you can quickly see how the design looks on you. With one snap of your fingers, you can change into different clothes. The same applies to shoes and accessories. You get the right fit and the right size then and there. The technology ensures that your body measurements match the garment perfectly and there is minimal room for error.
You pay and your physical clothing is delivered to your address. You can wear real clothes to work or to hang out with friends in the physical world.
Technology makes personalizing clothes even easier. For example, your visit to a store on Metaverse gave the store the ability to ‘observe’ your choices, your preferred colors, your preferred clothing and your preferred accessories. Of course, all this with your permission. This takes clothing personalization to another level during your future visits to the virtual store.
Then, let’s say you love a maroon dress, but wish it was available in black. You can change the color within a few seconds, and if you want, it can be made and delivered to your address.
If you’re the type of person who prefers to travel to the mall or store, you can still visit the Metaverse fitting room, in the physical store. Reimagine being able to try on dresses without queuing outside the fitting room on weekends. Isn’t that something?
The metaverse and fashion are coming together to make real fashion more modern and accessible. And in the process, it makes clothing production more sustainable, fashion e-commerce more efficient and keeps the consumer at the center of everything. While fashion for Metaverse avatars is the new trend, buying real clothes on Metaverse is here to stay.
Waiver
The views expressed above are the author’s.
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