Fashion is largely thought of as physical, with tangible clothing items and runway shows with the season’s latest trends that can be bought and held in a consumer’s hands.

But what does the future of fashion look like? As the metaverse continues to expand, so does the world of virtual fashion brands — especially luxury fashion. Fashion bloggers, tech- and fashion-forward consumers, designers, creators and brands themselves are all tapping into the world of virtual fashion in the metaverse.

Bloomberg estimates the metaverse to be worth nearly $800 billion — and that figure is only expected to grow in the coming years.

Luxury fashion is one growing sector of the metaverse — and it’s not going away anytime soon. With NFTs, VR and more, here’s a look at the state of luxury fashion in the metaverse and how the lines between physical and digital fashion are blurring.

How Fashion Works in the Metaverse

Fashion in the metaverse goes beyond people dressing their avatars in different outfits. Here’s a look at just a few of the ways luxury fashion brands have tapped into the metaverse:

• AR and VR: Augmented reality (AR) and virtual reality (VR) empower brands with new, digital ways consumers can try on clothes.
• NFTs: Non-fungible tokens are a common asset in the metaverse. Fashion NFTs are becoming a popular investment for fashion and crypto aficionados alike, with everything from virtual sneakers to watches available for purchase. Some brands simply offer the virtual version of a garment, while others like Cult & Rain also offer a physical version (in this case, sneakers) in tandem with the NFT.
• Digital Fashion Shows: From the first-ever Metaverse Fashion Week to individual exhibitions and shows hosted by brands, digital fashion shows in the metaverse empower brands with a unique opportunity to showcase new styles to consumers.
• Sustainability: A report from DressX estimated that the carbon footprint of creating one digital garment is an average of 97% less than that of a physical item. For sustainability-minded consumers, digital fashion provides the opportunity to explore designs in a more environmentally-friendly way.

Luxury Brands in the Metaverse

Whether it’s NFT fashion designs or a virtual fashion show, here are some innovative ways luxury fashion brands have entered and expanded into the metaverse.

Gucci

Designer house Gucci collaborated with online game platform Roblox to create a 2-week virtual “Gucci Garden.” Consumers could take part in the immersive online experience and buy exclusive virtual fashions for their avatars.

Metaverse Fashion Week

In March 2022, the online VR platform Decentraland hosted the first Metaverse Fashion Week with various events featuring different luxury brands.

The Luxury Fashion District — a sub-district of the Metaverse Group’s Fashion District — featured a range of luxury brands, including Dolce & Gabbana, DUNDAS, Elie Saab, Etro, Imitation of Christ, Nicholas Kirkwood, and more. Singer Grimes also served as the event’s headliner.

Some highlights from the first Metaverse Fashion Week included:

• Metaverse Bitcoin watches from Franck Muller that display consumers’ balance on the virtual face
• Runway shows and after-parties hosted by The Fabricant, Kollectiff, and more
• A Wearables Competition with creators’ wearable fashion designs
• Boston Protocol’s Boson Portal, where brands could “sell luxury and exclusive physical products as NFTs”
• And more

Whether it’s an online fashion show or an AR or VR try-on, there are near limitless opportunities for luxury fashion brands to connect with consumers in the metaverse.

The Blurred Lines of Physical and Digital in the Fashion Industry

From purchasing an NFT garment that has a duplicate physical version to taking part in virtual fashion shows, the lines between physical and digital fashion are blurring as the metaverse expands. Fashion-forward consumers want to stay on top of the latest styles and trends — and digital fashion empowers luxury brands with a unique way to appeal to and connect with consumers.

Traditional consumers may lean more toward physical fashion garments and trends. Tech-savvy, trendy and/or sustainability-minded consumers may be more interested in tapping into the unique, up-and-coming trends and investments that meta fashion offers.

But consumers that have an interest in a wide array of fashion or tech trends are interested in the intersection of physical and digital luxury fashion.

How Luxury Fashion Brands Are Empowered to Take Advantage of Blurred Physical and Digital Fashion

Innovative brands that want to stay ahead of the competition have leaned into offering a virtual version of an item like those powered by Blue Bite. Upon scanning a quick-response (QR) code or tapping a near-field communication (NFC) tag, consumers are immersed in a personalized mobile experience showcasing a virtual version of the item.

Each scan can become its own point-of-sale, or brands can tailor experiences to appeal to consumers in personalized ways and build brand loyalty. Brands are empowered with limitless ways to connect with consumers with digital versions of items as Blue Bite takes away the lines between physical and digital fashion.