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This is how brands are using online clothing trends

This is how brands are using online clothing trends

Brands are taking advantage of the fact that people are still interested in the Metaverse.

Many high-end companies are making money off of the gamification trend by selling “branded skins” and buying property in the Metaverse, which is a virtual world.

We have already been to Decentraland Fashion Week, played the Balenciaga game, and regularly kept up with the rise of digital collections from the mass market to the high end.

Also, in Web3, artist Mason Rothchild, who made the nonfungible token (NFT) furry bags called MetaBirkins, is at odds with the fashion house Hermès. Because of this, more people know that digital fur is just a picture and that Hermès uses the real skin of exotic animals. MetaBirkin has a very good question: “What do people who like luxury pay for?”

From Hermès’s point of view, MetaBirkin uses the Hermès name to make money for itself. The main point of their answer is that artists can draw whatever they want. It’s not a physical good and it’s not a fake; it’s digital content made in a virtual world. To put it another way, a digital bag can’t be sued.

Also, if someone has a digital Birkin, they may want to use a token purchase to buy a real Birkin.

There is no chance that Hermès will lose money by using MetaBirkin. By making a product seem more modern and cool, it might even help to attract a whole new group of customers.

This should wake up high-end companies and make them start their own digital fashion departments or look for partnerships with well-known online contemporary artists.

In general, NFT Birkin Bags are very popular. Some sellers scan their once-famous vintage handbags and sell digital copies of them, while making real ones at the same time. Kanye West gave one of these to his girlfriend Cheney Jones as a gift for $275,000. Does this surprise you? With NFTs, that kind of bag can be turned into a piece of modern art that can be traded like a stock.

These kinds of things show how much digital fashion has changed the fashion industry. Who will pass up another chance to make money off of the buzz?

First, companies made their own NFTs, which let buyers join a fan club that was only open to members. It’s like a loyalty card for a frequent customer, but it costs more. It is possible to buy something, sell it again, and make a profit, but this is not always the case.

For example, Tiffany’s has TiffCoin, which is their own digital currency. Only 499 were ever sold, and the first price was 30 Ether, which was a drop of $1,317 per ETH. In exchange for your purchase, you will be invited to brand events with limited space. The truth, though, is that you’re buying a “cat in the bag.” At this point, you don’t know what’s going to happen or how long you’ll be able to see it. The owner, on the other hand, could be a fan of Tiffany & Co. or even a VIP.

Dolce & Gabbana did the same thing and even went a step further by putting out not one, not two, but three different versions of its own boxes. Dolce has three different types of boxes. The Black box has an NFT, physical and digital drops, and invitations to Metaverse events. The Gold box has invitations to live events, and the Platinum box has even more exclusive offers.

More and more stores will accept cryptocurrency as payment for goods in the store as time goes on. Philipp Plein, Gucci, Off-White, and Balenciaga are among the brands that now accept cryptocurrency as payment.

If they want to look good while shopping, they need a trendy wallet. To aid, Fendi. Because they were the ones who showed off their crypto wallets made with Ledger at men’s Fashion Week. They look like Web3 versions of the classic Fendi Baguette clutches.

At the moment, brands make online and offline collections that are the same. Zara, for example, has made a digital version of its clothes to raise awareness of its brand. No one seems interested in going to the Zara metaverse, which is pretty much the same as ours, no matter how convincing their argument is. Even though this may be a bad start, things should get better from here on out.

But the Italian fashion house Dolce & Gabbana went one step further by bringing their real-world inspirations into the virtual world of the Metaverse. First, outfits were made for cats, and then those outfits were made to sparkle and shine to attract customers in the Metaverse who could afford a Dolce & Gabbana skin.

In the big picture, digital style is still a way for the audience to get a hold of something without having to deal with media noise. Companies know that just saying they have a digital product can get the word out like wildfire.

Adidas, for example, has made a platform for making AI-generated avatars where users answer questions about themselves and then choose from a set of clothing and shoes. It’s really the same marketing trick: everyone decides to make an avatar and share it on social media. All avatars look pretty much the same, but that’s not the point.

At Metaverse Fashion Week, the Liquid Paisley collection by Etro was shown for the first time. And as it turned out, it was much more up-to-date than the brand’s usual styles.

Here are a few more that came out recently:

Looks like it’s made of silver metal,


Choosing a piece of clothing for a fictional character is like choosing a miniskirt with straps: Large, clunky shoes, long, dark leather coats, and wet-looking hairstyles: All good brands, from Balenciaga to Coperni, have already come out with their own “Cyber world” glasses, which are hard to make in 3D because of their texture.

We have all been set up in the matrix. Cyberpunk is back in style thanks to the success of the Wachowskis’ movie and the growing acceptance of cyberpunk as a valid style choice in the real world.

People have never felt more compelled to dress like the Trinity from The Matrix, complete with a Balenciaga coat, Gucci glasses, and a real Metabirkin from which hangs a crypto cold wallet made by Fendi and Ledger.

Mamkina, a popular fashion Telegram channel, was made by Inna Kombarova. After leading the industrial sales division at a big climate company for a few years, she decided in 2019 to become a full-time fashion journalist.

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