Welcome to the MetaFashion Era
Question:
In recent years, buzzwords like crypto, NFT, and metaverse have breathed new life into the fashion and art industries. From Louis Vuitton to adidas, Clinique to Jimmy Choo, fashion, cosmetics, and accessories companies are scrambling to rebuild their brands in the metaverse. But what does it all mean, and where should brands and individuals start? Are we witnessing the first moments of a burgeoning industry, or is it all a digital utopia? Could fashion be the main driver of this trend?
While writing this article, I also interviewed Roxanne Barretto Iyer, Vice President of Global Customer Relations at Clinique, the first brand to launch an NFT among Estée Lauder group of companies.
Some key points from my article:
When we think of the metaverse as a virtual universe, we can imagine each planet within it as being made up of digital topics that are important to us today. E-sports, video games, digital avatars and influencers, NFTs and tokens, cryptocurrency payments, and new virtual tools created by brands and individuals are all planets in this “metaverse.” Each planet has its own unique “habitat.” Like the physical universe, everything in this virtual universe is interconnected. While these connections create a “metasocial” space for individuals, they also provide a platform for brands to develop omnichannel marketing strategies, reach new generations, and differentiate their digital identities.
So, while the metaverse is often associated with VR headsets and video games, it is actually much more than that. The fashion industry, one of the first sectors to realize this, is also using a variety of virtual tools to create new digital experiences for its consumers in this new era. So, what will we find on which planet when we journey through this universe?
Clinique at Metaverse
In the metaverse, we have the opportunity to break down all the stereotypes that currently create prejudice in the world, such as race, language, age, gender, and physical appearance. This could usher in a new era where only ideas are prioritized.