Zara bets on the metaverse which is attracting more and more fashion players

After a first foray in December with the South Korean label Ader Error, the ready-to-wear brand Zara is renewing the experience with a Metacollection in the South Korean metaverse Zepeto.

Luxury houses are not the only ones venturing into the metaverse, far from it. After a first successful experience a few months ago, the Zara brand presents a new collection for the virtual world of Zepeto, with which it had already partnered in December. As a result, a single collection for the physical world, to be discovered online on the brand’s e-shop, and the metaverse. Customers who so wish will be able to put on their IRL outfit and its virtual twin simultaneously. For this first clean capsule in the metaverse, Zara has imagined clothes, accessories and make-up for the spring-summer 2022 season.

Zepeto is one of the most popular metaverses in the fashion industry today. Levi’s, Gucci, Louboutin and UGG are among the brands that already offer items in this virtual universe. The 3D virtual reality platform Decentraland can, however, claim to have orchestrated the first Metaverse Fashion Week, which has just ended, with a host of events ranging from the runway to theafter-party through concerts, exhibitions or the fitting and purchase of virtual clothes.

A playground for luxury houses, the metaverse also attracts ready-to-wear brands. In addition to Zara, the Pull&Bear and Mango brands are also experimenting with the infinite possibilities of this new world through various projects. As for Nike, the world leader in sports shoes, it is betting on virtual goods in NFT with the acquisition of the specialized company RTFKT.

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