Fashion brand Zara launches first solo collection in the metaverse

Fast fashion brand Zara has launched a brand new collection called Lime Glam, designed to be worn both inside and outside the virtual world. The garments and accessories can be worn inside the Zepeto metaverse and are also available in physical stores.

As wearables quickly become the latest fashion trend and steer their way into the minds of the fashion-conscious public, mainstream brands like Zara are keen to get involved.

With metaverses like Decentraland, Somnium Space, Zilliqa, and others now providing a home for brands to cater to avatars, there are more wearables being designed with dual roles, one for your in real life (IRL) appearance and the other for your virtual self.

So how can our avatars merge with our physical personalities? The easiest way to showcase your personality in the metaverse is to choose the wearables that reflect your style.

If a buyer opts for the physical version they will also get access to the digital version, streamlining the buying process. The dedicated section on the Zara website showcases avatars wearing the new Lime Glam collection, providing inspiration for those who wish to purchase any of the items.

The Zepeto application also offers a photo booth, digital walls, and a floor for this particular collection. Zepeto is the same virtual site where Gucci launched Gucci Villa in August 2021.

The 3D designs are simple in style, reflecting the current fashion demands across the high street — short, green ruched dresses, oversized denim jackets, woven shoulder bags and platform sandals are the main pieces in the limited edition collection.

Virtual fashion gains momentum

Fashion and beauty brands are busy experimenting with virtual versions of their products as the industry embraces the potential of the metaverse. As consumers are consciously spending increasing amounts of time immersed in digital worlds, brands are interested in building unique experiences that add to their physical goods and may even in time replace the need for as many physical purchases.

According to Morgan Stanley, the digital luxury fashion industry has the potential to reach $50 billion in market size by 2030. As more household fashion brands dip their toes into the metaverse there will be more opportunities for avatars to choose from a diverse range of fashionable items and show off their style.