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It’s very meta.
Following Balenciaga, Prada and Thom Browne, the parent company of Facebook and Instagram, Meta is partnering with DressX for a digital-only fashion collection for its Avatars Store.
The collection from digital-first creator DressX will offer a collection of 3D clothing for users to wear across Meta’s media, including Instagram, Facebook and Messenger. The Avatars Store is a digital marketplace where users can customize a digital doppelganger to use on their social media accounts.
“Being one of the first builders of the digital fashion industry and having extensive experience in creating digital wardrobes for the metaverse, DressX is proud to join forces with Meta and allow people around the globe to express their personality using a new set of disruptive tools. “, the company said in a statement. “Fashion is a universal visual language, and we’re honored to empower people who create avatars on Meta’s platforms with endless opportunities to express themselves in the digital world.”
The collection features giraffe print and metallic vests, red and colorful mini dresses and branded sweat sets for men and women. It’s also size inclusive with different body types available.
Another look from DressX’s collection for Meta’s Avatars Store.
Courtesy of DressX
Meta’s Avatars store launched in June, betting on the idea that users will choose to change their look often with a slick introduction from Meta CEO Mark Zuckerberg and VP of fashion partnerships Eva Chen. The store has a variety of customizable freebies as well as branded collections.
The DressX partnership comes just as Meta is upping its fashion game in the metaverse so users can more fully represent themselves. “We know people want to buy premium clothing,” said Nicola Mendelsohn, vice president of Meta’s global business group, at WWD’s virtual Tech Forum. “Now you can buy things to wear yourself. So commerce is powering the way the world works, and it will do the same in the metaverse.”
DressX has previously partnered with Jason Wu and Peter Dundas in the NFT space.
DressX’s digital items will cost $2.99, and the brand plans to launch collections regularly on the platform.
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