Diesel Lands in Meta’s Avatars Store Via DressX – WWD

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    Self-proclaimed “meta-fashion retailer” DressX and Italian lifestyle and fashion brand Diesel are bringing jeans to virtual people.

    For the new collaboration, the pair will incorporate Diesel’s signature aesthetic and the fashion company’s latest styles to present a special collection that will be available in the Meta Avatar store. Rather than sticking to fanciful designs, the partners chose to focus more on the realism of their products. The lineup includes 10 looks that mirror physical Diesel products rendered digitally by DressX, allowing fans to dress their avatars in Diesel’s denim jackets, jeans, contemporary streetwear, and more. You can dress up a virtual version of your sneakers and show them off on Instagram, Facebook, Messenger, and Quest. VR.

    The first drop features five looks from DressX x Diesel, with additional looks set to launch in the coming weeks.

    Entering Meta stores with its own digital denim, this collaboration is a first for the brand, but Diesel is no stranger to digital goods having previously built up various NFT projects. Moreover, his parent company OTB Group is a major promoter of the fashion metaverse, and two years ago he founded a specialized company called BVX (Brave Virtual Xperience) to drive virtualization efforts. did.

    In June, Stefano Rosso, OTB Group Director, Chairman of Maison Margiela and CEO of BVX, told WWD at the annual Tech Symposium that the Metaverse remains a huge opportunity to reinvent customer engagement.

    “The Web3 crowd is still niche and doesn’t necessarily know the ins and outs of the luxury market, so for us it’s a great opportunity to talk and engage with consumers who don’t know our brand,” Rosso said at the time. ” he said.

    The new Meta Avatar collection looks like another step in his plan. “This collaboration with DressX represents an exciting chapter for Diesel and demonstrates Diesel’s commitment to marrying technology and fashion,” he said in a statement. “We are excited to see Diesel’s timeless creations reimagined in the digital realm, allowing users to express their individuality in a unique and unprecedented way.”

    According to a statement, the companies “take great care to ensure that every garment in the collection captures the essence of Diesel’s fashion identity,” with details ranging from the unique denim textures to the brand’s signature silhouettes. It is said that he paid close attention to

    Beyond the brand itself, the work seems to fit neatly into “growing trends in digital expression,” as the statement says. This may be a minor mention, but as a broader concept, it’s more important than you might think. Digital identity is of increasing interest to brands, technology manufacturers, and more. Even metaverse naysayers admit that this concept will become more important, not less, regardless of whether the Internet transforms into a massively connected virtual world. Similar things are happening in the real world at the local government level, most recently in California, where the state introduced digital driver’s licenses last week.

    The lines between the real and virtual worlds seem to be blurring, which is pushing digital products into uncharted territory. But what is clear is that even if speculators and headlines at least move away from the “Metaverse” buzzword, long-term investors, technology platforms, brands, gamers, and other consumers will not. They continue to drive momentum behind the development of avatars, wearables, and more, which is important for fashion, which tends to express identity directly in all areas.

    Consider the trajectory of the global digital avatar market. The sector is already a $12.89 billion market as of last year and is expected to reach $506.46 billion by 2032, according to Polaris Market Research’s latest analysis in August. The average annual growth rate was approximately 44.4% between now and then.

    WWD x FN x Beauty Inc’s Women in Power 2022 winners, DressX founders Daria Shapovalova and Natalia Modenova said: The collection “brings the most famous fashion brands into the metaverse, providing a class experience for digitally native customers developing avatar commerce to the world.”


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