{"id":7079,"date":"2022-09-26T15:27:04","date_gmt":"2022-09-26T13:27:04","guid":{"rendered":"http:\/\/52.30.207.235\/metaverse-the-future-of-fashion-and-trends\/"},"modified":"2022-09-26T15:27:04","modified_gmt":"2022-09-26T13:27:04","slug":"metaverse-the-future-of-fashion-and-trends","status":"publish","type":"post","link":"https:\/\/blog.footdistrict.com\/en\/metaverse-the-future-of-fashion-and-trends\/","title":{"rendered":"METAVERSE: THE FUTURE OF FASHION AND TRENDS?"},"content":{"rendered":"

For some time now, the term “metaverse” has become part of our everyday vocabulary without knowing yet its real scope or the way in which it will be fully implemented in our daily lives. One thing is clear: the world of fashion is the one that, at least initially, seems to have the upper hand. <\/strong><\/p>\n

Metaverse<\/span><\/em>. For some, an attractive term, full of possibilities, and a leap forward in the evolution of the very concept of the internet. For others, an over-inflated bubble; a great pillar of smoke for sale, destined for merciless collection. Be that as it may, and even without being able to fully enjoy the honeys promised by Meta -formerly Facebook, and one of the companies that is putting the most means and desire into the matter, Zuckerberg through-, <\/span>if there is one industry that seems to be taking the lead in metaversal issues it is fashion<\/strong>.<\/span><\/p>\n

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PHOTO: GQ<\/strong><\/p>\n

And it’s not us who say so, but the data. According to a study by the German Federation of Digital Economy (BVDW), <\/span>one in three companies plans to invest in the short term in projects related to the metaverse<\/strong>. Can you guess which field most of them belong to? That’s right. Furthermore, 82% of the 111 experts surveyed believe that the fashion industry has the upper hand when it comes to developing its own virtual worlds or associated actions.<\/span><\/p>\n

This is hardly surprising when Gucci has set up a permanent space on Roblox to sell virtual garments in the form of NFTs, or brands such as Tommy Hilfiger<\/strong><\/span><\/a> <\/span>have launched hybrid fashion shows at the last New York Fashion Week. <\/span>Something big is brewing<\/strong>. <\/span><\/p>\n

But what is the metaverse?<\/strong><\/p>\n

Let’s take it one step at a time and suppose you’re one of those people who doesn’t know what we’re talking about, and terms like NFT, avatar or web 3.0 sound like terms from an alien language. <\/span>Theory tells us that the metaverse is a virtual world or space<\/strong>, to which we can connect using virtual reality goggles and other devices, and within which interaction with the environment is possible in the same way as we do on the physical plane.<\/span><\/p>\n

If what you are reading sounds familiar, it is normal: we have been consuming stories about virtual universes for years in cinema -Ready Player One, Tron-, literature -Neuromancer by William Gibson, Snow Crash by Neal Stephenson- or the world of videogames. It is perhaps the latter field that is most familiar with concepts such as the <\/span>creation of avatars and the -relative- free will in man-made digital spaces<\/strong> in which to explore and interact with other players during the game.<\/span><\/p>\n

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PHOTO: Trendencias<\/strong><\/p>\n

The main difference with respect to a video game is that the <\/span>metaverse is conceived as more than a playful activity<\/strong>, being a place where we will spend as much or more time than in the physical plane. On paper, the idea is that we can “do life” within the various -hundreds, thousands- of interconnected virtual worlds created by the most important global technology companies.<\/span><\/p>\n

The projection and effort – both financial and technological –<\/strong> that companies such as Meta, Microsoft and Nvidia are putting into the design and development of the next metaverse puts it away from the world of gaming. Huge investments are being made with a view to achieving a goal that, at least for the moment, seems more a dream than a reality. <\/p>\n

The Place To Be<\/strong> for brands and trendsetters<\/strong><\/p>\n

As we mentioned at the beginning of this article, the fashion sector is one of the first to benefit from the possibilities<\/strong> – albeit discreet and limited – offered by the metaverse. <\/span><\/p>\n

If we follow the forecasts of analysts and experts, by 2025 we will be able to enjoy many of the daily activities<\/strong> that we carry out in the real world in the virtual one. Actions such as working, buying land, building a house, going for a walk, going to the cinema or a concert… and, of course, going shopping<\/strong>. <\/span><\/p>\n

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PHOTO: adidas<\/strong><\/p>\n

If the avatar we will create to enter future digital spaces is a reflection of who we are, it is only natural that we -also- express ourselves and communicate through our style and way of dressing. And, just as in the real world,<\/span> we will be able to decide whether to wear random virtual garments available to everyone, or unique and exclusive items from the world’s top brands<\/strong> in NFT format. The possibilities are immense and the thinking minds in the fashion and luxury sector know it.<\/span><\/p>\n

Virtual sneakers and digital high-end fashion <\/strong><\/p>\n

The relative ease of entering virtual environments<\/strong> – due to the nature of their product – has meant that many brands and companies in the textile and retail sectors have spearheaded the world of the metaverse.<\/span><\/p>\n

Brands such as Balenciaga, which began to market skins -aspect of an avatar in gamer jargon- in the video game Fortnite<\/strong> and presented its FW21 collection in its own game: Afterworld<\/strong>. Ralph Lauren<\/strong><\/span><\/a> and Nike boast their respective spaces – a shop in the case of the New York designer’s firm, an area of mini-games related to sport, culture and the Oregon brand’s products – in Roblox<\/strong>, the virtual world creation platform. Or the almighty Inditex, and its collections in the Zepeto<\/strong> app -Zara- and its own explorable digital spaces -Pull&Bear-.<\/span><\/p>\n

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PHOTO: SModa<\/strong><\/p>\n

But there is more. In addition to Nike<\/span><\/strong><\/a> – which in April this year acquired the digital sneaker company RTFKT<\/strong> to strengthen its position in the sector – brands such as<\/span> adidas <\/strong><\/span><\/a>dressing avatars for the exclusive NFT series Bored Ape Yacht Club<\/strong> and developing its own space in The Sandbox,<\/span> o Reebok<\/span><\/strong><\/a> launching a limited edition of the X NST2<\/strong> model of trainers – which reached astronomical prices in resale – exemplify the industry’s growing interest.<\/span><\/p>\n

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PHOTO: noticiacripto<\/strong><\/span><\/p>\n

A virtual future for a very tangible business <\/strong><\/p>\n

There is no doubt that the metaverse and all that surrounds it occupies a prominent place in the medium and long-term strategies of any self-respecting company. And no wonder because, far from being a bubble or a passing trend, it is estimated that <\/span>by 2030 the fashion and luxury industry will generate profits of 50 billion dollars<\/strong>. Astronomical figures that assure us that, in a very short time, we will buy our favourite clothes and shoes in your usual shop in the metaverse, and we will go together to a festival or club to show off our outfit without leaving home. <\/span>The future will be virtual or it won’t be<\/strong>.<\/span><\/p>\n

 <\/p>\n

COVER PHOTO: Highsnobiety<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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