Metaverse promises to bring real-world virtual reality experiences, from concerts to red carpet premieres. Until that happens, you and your avatar can still dress for the occasion in the latest digital way.
Brands like Gucci, Nike and Ralph Lauren all release limited editions of digital collections and items through platforms such as Roblox, a children's toy site with 49.5 million active users daily covering 180 countries in Q4 2021. Customizable is now being promoted. avatars in the game. . Half beanies, bring a Gucci Dionysus handbag or put on the latest Nike sneakers.
One of the biggest attractions of virtual fashion, especially for younger Roblox-based users, is the price: while the Gucci Dionysus IRL bag can cost up to $ 3,400, the Roblox bag is the original 475 Robux (almost $ 5,50). Initially, because like all trends in limited editions in IRL and online, scalpers quickly increased the sale price with the Robux 350,000 bag (about $ 4,115, more than the cost). in a real bag). Collectors of some brands also find digital collections attractive because a Ralph Lauren fan and a Roblox user can buy items at double value the next day and add them to their own inventory.
Gucci has become a leader in digital fashion, with the brand encouraging users to customize their items, such as the Gucci Virtual 25 sneakers released in 2020, and allowing users to customize their shoes in the game. The fashion house is also trying to enter the NFT market, and cooperation with Superplastic was announced in January this year.
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Roblox player Lana Zylstra spoke to the New York Post about the growing interest in virtual fashion and admitted that she spent 10,000 Robux on Gucci stuff, including perfume, for her avatar. Another influential Leah Ashe bought her and her avatar, NotLeah, the equivalent of the Gucci Marmont bags that cost her $ 2,100 and her avatar $ 2,000 Robux, about $ 25. "Every time NotLeah gets the latest, hottest [accessories], all the other avatars are so jealous," Ashe explains, "but I like to give him better things."
Brands and celebrities are looking for ways to provide their fans with an immersive online experience from the launch of COVID, from Gucci Garden's debut at Roblox in May 2021, which coincides with the opening of the real world at Gucci Garden in Florence, to a concert by Travis Scott Astroworld. at Fortnite in 2020. The VR fashion industry itself is nothing new: Lil 'Miquela, the' robot influencer ', made his Instagram debut in 2016 and now has three million followers and explores fashion brands like Calvin Klein and Prada.
Now that virtual "real estate" is another horizon and some brands already want to open VR Rodeo Drive stores, one day we may be surrounded by Roblox accounts instead of a mall.
Now get a Gucci bag for yourself as a Roblox lover of your life: it's 857 Robux (or $ 10.57).
