The metaverse has expanded possibilities in crypto, fashion and even real estate in ways previously thought only possible in dystopian future films full of scantily clad alien chicks and glorified space feds. For fashion, it poses several questions for the future, amongst those: Is this the answer to the need for sustainable fashion? Will fashion weeks be virtual? What’s the point? It can be confusing to understand why we should care about fashion that we don’t even get to wear, but one thing to keep in mind is fashion has always been about innovation, and like it or not, this is the new frontier. The harbingers of fashion, the luxury brands, have accepted this wholeheartedly. Those in the know, know that as it stands we are at the start of a new gold rush, but this time we’re mining – or minting – NFTs in our Minecraft fits. Digital collections aren’t new, but the gamification of fashion’s most exclusive brands certainly signals a change in the industry, both in taste and production. We may have already had our Metaverse fashion show earlier this year, but the new season has brought interesting treats for us all to discuss…

Richard Quinn X Clearpay

British designer Richard Quinn, known for his faithfulness to florals, has collaborated with Clearpay during Fashion week to create a limited edition London Fashion Week in bloom NFT token series. The collection took inspiration from the physical collection of course and included a digital rendition of a single rose. The NFT is a crypto asset and can be sold up – or sold down – but the exciting features begin at checkout.

A rose by any name would still be as sweet, and those who purchased the NFT got the option to attend the Quinn fashion week celebration in Covent garden or a selection of limited edition accessories in classic Quinn florals, set to include a bucket hat, a scrunchie and a tote.

Loewe SS23 Minecraft magic

No need to adjust your set, your eyes are not tricking you. We talk a lot about fashion and runways happening in the virtual sphere, but what about virtual fashion in real life. Loewe showed a lot of bold and interesting designs and silhouettes this fashion week, but it was their pixelated designs which really caused a stir online. Minecraft-inspired jumpers and trousers – which legitimately appeared to be pixellated – strutted down the catwalk juxtaposing real and physical models and caused an optical illusion that was received surprisingly well by the public. It makes us wonder where the divide between the virtual and reality really stands, and will our expectations continue to shatter via virtual innovation in the sphere?

Balmain X MintNFT’s Balmain Thread

Balmain isn’t new to the NFT game and even collaborated wiith MintNFT previously this year for a Barbie-inspired NFT drop. Thats why it’s a surprise to no one that theyre back again with a new release, this time in the form of a Web3 hub, tailor-made for creatives. The Balmain Thread builds upon the house’s central ethos of exploring pathways with the global Balmain army and can be used by creatives to work out their designs in the virtual sphere, this truly does democtrosice both fashion and Web3 and allow a diverse group of artist to utilise the hub to further their designs.

Afterpay’s ‘Keys’ at NYFW 2022

NFTs are exclusive, no matter what anyone might claim. We hear all this talk about NFT’s decentralising and democratising fashion, but really, the majority of the Web3 sphere works on being ’in the know’ – and what’s more exclusive than a key? NYFW isn’t known for it’s exclusivity, so where better to drop a ’hyper-limited’ drop by 5 designers, which don’t only come with cool designs and a crypto asset but also worked to unlock exclusive access to ’coveted experiences’ during fashion week.

Words by Giuliana Zamudio-Lopez

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The fashion industry has undergone a significant digital transformation in recent years. By 2030, digital demand for fashion and luxury could generate an additional $50 billion in sales, according to Morgan Stanley. 

The rise of the metaverse represents challenges but also a massive opportunity. As digital technology evolves, Zara has sought new ways to remain relevant. NFTs and social gaming could offer fashion powerful opportunities for digital development. The metaverse could revolutionise the way people use the internet, interact, work, and even dress.

Y2K Creatures marks Zara’s third collaboration with the metaverse platform after its first collection with Ader Error and its second ‘Lime Glam’ line.

Many of the pieces have originated from the open-world platform Zepeto. In contrast, other details have been inspired by Zara’s first digital creations, and now some digital creations have evolved into its physical version. 

There are ten pieces in the collection, including a vest, three sweaters, a heart-shaped top, a strapless dress, flared pants with feathers, and two skirts, as well as a variety of different accessories.

As with previous collections, the latest Zara collection will include some digital items that can only be purchased through Zepeto, such as a photo booth, hairstyles, and nail designs. 

In a release, Zara said, “This method of creation emphasises the fact that now, more than ever, the digital and physical universes are interconnected and reinforce each other.”

Additionally, the brand will launch a Snapchat channel with content that customers are able to access and view the newest products available. This will also feature augmented reality lenses inspired by the new collection.

Words by Chanelle Jassim

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Whilst brands like Dermalogica have launched interactive, 3D virtual experiences, labels such as Nars have not only created a collection of NFTs, but have partnered with Roblox to incentivise users to remain engaged with their products – whether physically, or online. From Fenty Beauty’s decision to file a trademark for virtual downloadable goods, to L’Oréal’s 17 trademark applications linked to NFTs, it can’t be denied that the beauty world is set to tackle just about anything that comes its way.

Below, you’ll find everything you need to know about the five beauty brands that are taking the metaverse by storm.

Dermalogica

In July 2021, Dermalogica soft-launched its virtual reality e-commerce storefront, enabling users to purchase featured products. Whilst including an avatar of Dermalogica’s VP of Technology and Innovation, Dr. Angela Murphy, users can employ a Dermalogica aesthetician locator, utilise a free skin analysis face mapping tool, and even watch educational videos on the brand’s latest products. Whilst heightening brand awareness and driving website traffic, it’s Dermalogica that undoubtedly has innovation at its forefront.

Nars

Sold via NFT marketplace Truesy to intentionally coincide with National Orgasm Day, in July 2021, Nars Cosmetics commissioned three artists to create NFTs inspired by their signature Orgasm line, with prices ranging from $50 to $500. To make matters more exciting, Nars further entered the metaverse when they partnered with Supersocial to launch an immersive virtual experience on Roblox. The feature, known as Nars Color Quest, was inspired by the brand’s Laguna and Light Reflecting product franchises, depicted via four different islands. Each is home to a non-playable character, including founder and creative director François Nars, where users can use virtual currency to purchase a plethora of virtual looks and merchandise – building their very own makeup palettes inspired by real-life products. Targeting 13 to 24 year-olds, Nars are inevitably set to conquer the next generation of beauty fanatics.

Clinique

Recently, Clinique launched its inclusive ‘Metaverse Like Us’ NFT project, partnering with makeup artists Sheika Daley, Emira D’Spain, and Tess Daly. Within the brands collection of avatars, 60% depict people of colour and 20% represent those suffering from issues such as Vitiligo and Down Syndrome, ensuring that a wide range of communities receive the representation they deserve in the virtual realm. Whilst the avatars are more than just images and can be used to travel between different metaverse spaces, each of the beauty looks represent an achievable reality utilising Clinique’s staple products. In addition to boosting sales, Clinique is simultaneously opposing the unrealistic beauty standards that are embedded within our everyday reality, taking advantage of new technologies to advocate individuality in all its shapes and sizes.

Byredo

As an increasing number of its counterparts continue to invest in the digital realm, Byredo has caught on. Partnering with Nike’s digital fashion startup, RTFKT, the pair are set to release a series of “digital and physical fragrances.” Made up of 26 different components that reflect a variety of emotions, such as harmony and naivety, the collectable smells are available in limited numbers, solely existing within Web 3.0 and flaunting their title as ‘the scent of the metaverse.’ Both bold and experimental, we wouldn’t expect anything less from a label like Byredo.

Charlotte Tilbury

This April, Charlotte Tilbury launched its 3-Dimensional, immersive virtual shopping world, including a virtual try-on feature as well as the chance to book 1-2-1 virtual consultations. Collaborating with e-commerce platform Obsess to launch the Pillow Talk Party Virtual Wonderland, guests are met by a 3D avatar of Charlotte Tilbury herself, accessing exclusive content and engaging with the ‘shop with friends’ feature. What better way to celebrate the success of a collection as iconic as this one?

Words by Gracie Eastwood

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