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Fashion Brand Zara Debuts Its First Solo Collection In the Metaverse

Zara has released a new Lime Glam line, which is designed to be worn both within and outside of the virtual world. The clothing and accessories are available both in the Zepeto metaverse and in conventional stores.

Wearables are swiftly becoming the current fashion trend and gaining traction in the eyes of the fashion-conscious public, prompting major brands like Zara to go on board.

More wearables are being built with dual purposes, one for your in real life (IRL) appearance and the other for your virtual self, thanks to metaverses like Decentraland, Somnium Space, Zilliqa, and others now giving a home for brands to cater to avatars.

So, how can our avatars and physical personas coexist? Choosing wearables that represent your style is the simplest way to show off your personality in the metaverse.

If a customer purchases the physical edition, they will also have access to the digital version, making the purchasing process more efficient. The Zara website includes a specific section that features avatars wearing the new Lime Glam line, providing inspiration for those interested in purchasing any of the goods.

For this collection, the Zepeto app also includes a photo booth, digital walls, and a floor. Gucci Villa was released in August 2021 on the same virtual portal, Zepeto.

The 3D designs are straightforward in style, reflecting current fashion demands on the high street — the limited edition collection’s primary pieces include short, green ruched dresses, oversized denim jackets, woven shoulder bags, and platform sandals.

As the industry recognizes the metaverse’s promise, fashion and beauty brands are busy experimenting with virtual representations of their products. As consumers spend more time immersed in digital worlds, marketers are looking to create unique experiences that complement their physical items and, in time, may even replace the need for as many physical purchases.

The digital luxury fashion business, according to Morgan Stanley, has the potential to grow to $50 billion in market size by 2030.

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