Virtual characters are one of the ways people express themselves as who they really want to be. Once one can choose his/herself as an avatar, they can create their own reality. For example, in video games, people choose their own character and play, or they design their own character to their own taste.
Also playing as her/his favorite character, styling them with their own style, or even purchasing it for themselves or their avatar please people, and give confidence to them since they see their own style on their favorite video game character.
Even though Metaverses and NFTs are new to our vocabulary, Direct to Avatar (D2A) goes way back, and we can think about several examples from our childhood memories. Remember Sims 2? There was an H&M Fashion Stuff package was launched in 2007. I am sure that most of us purchased these clothes for our avatar, and was influenced by the brand at such a young age. So, D2A was in our lives, even though we did not realize it, for us, it was just a game.
Image Source: Sims 2, H&M Fashion Stuff, 2007
In today’s world, the perception of normality changed with the pandemic, and everything has become digitalized very quickly. Eventually, fashion was affected by this change like any other industry. Looking for new ways become using technology and digitalization in different ways, so NFTs and Metaverses appeared by this opportunity. In this way, a concept that was already in our lives was on trend again, and it was better with developed technology.
Let’s consider some successful examples of how luxury fashion brands are using this opportunity:
1. Snapchat x Ralph Lauren
“Ralph Lauren is excited to embark on this innovative partnership with Snap,” says Alice Delahunt, Ralph Lauren’s chief digital officer. “With Ralph Lauren’s respected reputation as a global leader within the luxury fashion space and Snap’s undeniable creative prowess and expansive reach to a younger consumer, we feel inspired to explore disruptive ways to tell our brand’s story, drive social commerce and engage with a new generation in an authentic and empowering way.”
“This partnership is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world,” says Selby Drummond, Snap’s head of fashion and beauty. “Bitmoji is the world’s most personal avatar, and with a new virtual wardrobe experience, it’s possible to feel even more closely and authentically connected to your avatar when wearing the labels, you love. We’re thrilled to see Ralph Lauren leading the way as brands embrace the world of digital fashion.”
The Ralph Lauren design team developed the virtual collection, which has timeless double-breasted blazers, a branded racing jacket, a striped rugby shirt, and an eye-catching track jacket. Additionally, every polo shirt in the Bitmoji wardrobe will be imprinted with the iconic Ralph Lauren polo player emblem throughout the course of the following six months. In a range of digital interactions such as Chat, games, on the Snap Map, and in individualized content like Bitmoji Stories, Bitmoji users wearing the Ralph Lauren looks will be able to see the designs on their avatar.
Image Source: Harper's Bazaar
2. Pocket Styler x David Koma
Fashion game Pocket Styler is a newcomer to a tried and tested genre, bringing something new to the world of dress-up games. Without a doubt, the game has something fresh and exciting to offer, with nearly half a million players joining every week and over ten million downloads in total since it launched in May 2021.
For its Resort 2023 collection, David Koma made more than 100 pieces of apparel, accessories, and footwear available in the Nordcurrent-created mobile fashion game Pocket Styler. On the brand's website, different than other projects based on D2A, customers will simultaneously be able to buy the exact same things online.
David Koma, the brand's self-titled founder and creative director said, "With the mobile gaming industry valued at 120 Billion USD in 2021 with 7.7% year-on-year growth, it is an obvious arena for a fashion brand like mine to explore and attract new consumers. I liked the process of turning my ideas into digital fashion items, and I'm extremely interested in seeing how players of the Pocket Styler app will connect with and style our works.”
“Barriers between digital and physical fashion are fading. Pocket Styler's mission is to provide its players with a platform to experience high fashion, develop a sense of style, learn to make choices, and meet new friends,”
says Victoria Trofimova, Nordcurrent co-founder and CEO.
“Introducing real fashion brands in Pocket Styler is a natural progression as the game grows, and it is enthusiastically supported by millions of players.”
Image Source: David Koma
Image Source: David Koma
Image Source: David Koma
3. Tennis Clash x Gucci
The Tennis Clash and Gucci partnership enables users of the mobile tennis game to find special clothing created by the Italian fashion brand. On top of that, gamers will be able to buy apparel on Gucci's website to match their Tennis Clash persona.
Two-character designs—"Diana" and "Jonah"—from the collaboration can be included in the original pieces of online rivals. The logo and a play on a particular expression of sport luxury are at the heart of the clothing, headwear, and accessories from the Gucci x Tennis Clash collaboration.
The "Gucci Open," a brand-new in-game tournament game option, will also be available to participants. Players compete against one another in the special mode to win by scoring the most points over the course of several games. The events will make use of a new tennis court and string that carry the Gucci logo to improve the whole experience.
Image Source: Gucci
Image Source: Gucci
According to Lindsay Anne Aamodt, senior director of marketing at IMVU which is an avatar-based social media app where users create custom 3D avatars and use them to chat with strangers and it is an acronym for "instant messaging virtual universe", hosted the first fashion show to be held in the metaverse told Vogue that as digital ownership grows, "real-world brands" must understand that "Metaverse is a place of mass audiences, where there is a true opportunity for brand integration, for brand expansion, and for brand expression."
These examples show us how brands can expand in every area, by including their brand character. It can be that some people learned about Ralph Lauren and its designs via Snapchat, or some people bought their birthday party dresses thanks to the Pocket Styler app. In this way, custom creativity increased, and also it helped luxury brands to deliver messages to audiences that are not familiar with the brands, especially the young generations, who are recognized as the largest consumers of luxury goods.
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