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Translated by
Nicola Mira
Published
Jul 20, 2022
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DressX to sell virtual collections on Meta’s avatar store

Translated by
Nicola Mira
Published
Jul 20, 2022

Virtual fashion specialist DressX has announced a partnership with the Meta group (formerly Facebook). DressX’s digital collections will be commercialised on the group’s avatar store, to outfit the avatars of Facebook, Instagram and Messenger users. And, in the longer term, to cater to avatars in the metaverse that Meta is developing.


Some of the designs that will be sold on Meta’s avatar store - DressX


DressX was co-founded in Los Angeles by Daria Shapovalova and Natalia Modenova, both from Ukraine, and has lately dropped a number of collaborations with leading fashion and luxury labels. From Balenciaga to Prada, Thom Brown and, more recently, Bershka. DressX plans to regularly introduce items from its own collections on the Meta store, alongside items from the collections developed with some of its partners.

“Being one of the first builders of the digital fashion industry and having a vast experience creating digital wardrobes for the metaverse, DressX is proud to join forces with Meta and allow people all around the globe to express their personality using a new disruptive set of tools,” said Shapovalova and Modenova in a press release. “Fashion is a universal visual language, and we are honoured to empower people creating avatars on Meta’s platforms with endless possibilities for expressing themselves in the digital world,” they added.

In April, DressX deployed its own NFT marketplace, and opened a pop-up store at the Printemps Haussmann department store in Paris. DressX was launched in 2020 and has grown at breakneck pace since then, notably tapping the burgeoning interest in the metaverse and NFTs, digital items that can be consumed and collected in the virtual world. A world in which the Meta group intends to be a leading player, creating a bridge between social media and virtual reality.

At the recent Viva Tech Paris show, Meta made its intent crystal clear. Its stand showcased the personal and professional applications of Meta’s future virtual universe, designed for parties with friends and business meetings alike, and accessible via a multiplicity of devices, from computer screens to Oculus VR headsets and TVs that capture body movements to animate an avatar.

As FashionNetwork.com has reported, several metaverse versions are currently competing among themselves. This poses a problem for brands: an outfit created for an avatar in a specific metaverse can for the time being be transferred to another virtual universe with difficulty, if at all. This means brands must choose their version of the metaverse carefully, or invest in all of them separately.
 

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