Digital fashion is starting to flourish in the Web3 space, with the potential to onboard millions of users in the coming years. But as brands work out who to target with hard to grasp technology, adoption is still in its early stages.
In the last week of March, Metaverse Fashion Week returned to the virtual world of Decentraland.
Traditional brands including Adidas, Coach and Dolce & Gabbana showcased their collections of digital wearables, hosted pop-ups and engaged with their growing communities of fashion non-fungible token (NFT) collectors.
Last year, nearly 70 brands stampeded to the metaverse for the inaugural event, hosting a lineup of runway shows, activations and immersive experiences.
Experts pointed to digital fashion’s utility as having five defining facets. These include digitally native garments such as an avatar’s clothing, augmented reality (AR) filters on Instagram and TikTok, digital tailoring or superimposing NFTs on real-life photos, speculative investing, and proof of ownership through blockchain data.