Prada, Balenciaga or even Thom Browne: the most daring will be able to enjoy high fashion clothing on their social networks. In any case, their avatars. The Avatars Store is appearing on Facebook, Instagram and Messenger with renowned fashion designers to give your digital double a makeover.
You can’t afford the latest Prada outfit or the Balenciaga sweatshirt that catches your eye? Your avatar will probably be able to. Welcome to this parallel world where your virtual double is supposed to do better than you.
In any case, it is partly the one that Mark Zuckerberg dreams of creating with his metaverse, the stones of which he lays down little by little. After joining his friends to play online at Crayta and having let them dress like geeks, he thinks about future fashionistas and brings brands into his universe.
Balenciaga and Prada as gondola heads
On Twitter, Meta announced the opening of an Avatars Store, an online store where you can buy equally virtual clothes to revamp your avatar on Facebook, Instagram or Messenger.
Need a fresh fit for your avatar? We’re launching our Avatars Store on Facebook, Instagram and Messenger so you can buy digital clothes. Mark Zuckerberg and @evachen212 tried out new looks from @BALENCIAGA @Prada @ThomBrowne ✨https://t.co/7SN0hdYz2D pic.twitter.com/Bp9zeK2ZNl
— Meta Newsroom (@MetaNewsroom) June 17, 2022
The first brands to embark on the adventure are thus Prada, Balenciaga and Thom Browne with a first “line” of clothing unveiled. On Facebook, Mark Zuckerberg indicated that other brands would soon follow. ” Digital goods will be an important means of expression in the metaverse and a huge driver of the creative economy “wrote the boss of Meta on his favorite social network, while announcing without surprise that it will also be added to virtual reality very soon.
Luxury invites itself more and more into tech
No official launch date or price has been advanced for this Avatars Store and Meta was satisfied with a “soon”. In a video chat with Zuckerberg, Eva Chen, director of fashion partnerships at Instagram, also unveiled other more classic outfits that will be offered.
Luxury has been taking its steps in the direction of tech for a few years now. If we often think of the very close partnership of Hermès with Apple for Apple Watch bracelets, we have also seen Gucci make Xbox packaging for the latest Xbox Series X or Balenciaga invite themselves into Fortnite with skins reminiscent of her clothing line.
Louis Vuitton had already established itself in League of Legends by designing the trophy for the 2019 World Championships in Paris and by creating a line of new objects to buy in the game. And that’s without counting on Valentino or Marc Jacobs who have appeared in Animal Crossing, or elseThe Sims 4who offered an extension to Moschino. Luxury has found a new outlet in tech that is as unexpected as it is totally obvious.
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