Dive Brief:
- Digital fashion retailer DressX launched a collection with Diesel for Meta Avatars last week, according to a press release sent to Retail Dive.
- The collection of 10 looks by Diesel are digitally made to mirror the in-store offering. Powered by DressX, the items are available through the Meta Avatars Store on Instagram, Facebook, Messenger and Quest VR.
- DressX and Diesel divided the collection into two drops. The initial release of five looks was released on Sept. 14, with the rest coming later this fall.
Dive Insight:
The digital Diesel collection consists of sneakers, denim jackets, jeans and contemporary streetwear for avatars from the brand’s latest collections.
"We are excited to join forces with Diesel to pioneer the digital fashion movement on Meta Avatars Store," DressX founders Daria Shapovalova and Natalia Modenova said in a statement. "This collaboration is a testament to our commitment to bringing the most renowned fashion brands to the metaverse and giving a world-class experience to the digitally native customers developing avatar-commerce. Together, we are bridging the gap between physical and digital fashion, offering fashion enthusiasts an immersive and innovative experience."
As more brands enter the metaverse, digital clothing collaborations continue to emerge from brands. Many have taken to Roblox to release digital clothes. For example, e-commerce company Threadless earlier this month released digital versions of its clothing on the Roblox Marketplace.
DressX is no stranger to collaborating on digital collections based on existing clothing. In June, the meta fashion retailer released a collection of digital wearables on Roblox inspired by YouTuber Mackenzie Turner’s fan merchandise. While much of DressX’s digital clothing has existed on the kid’s online game, the current expansion to Meta Avatars Stores may signal a rise in the popularity of digital wearables and their platforms.
