Valentino launched its first collection of digital fashion pieces, allowing users to dress their Meta avatars in the brand’s iconic designs. This innovative move marks a significant milestone in the intersection of fashion and technology, as Valentino becomes the latest luxury brand to explore the possibilities of digital clothing in the metaverse.
The launch includes six full branded looks inspired by Valentino’s most recent collections. The digital outfits, available on Meta platforms including Instagram, Facebook, Messenger, and Meta virtual reality experiences, range from the now-recognisable bright pink, the logoed “Toile Iconographe”, a panther print, to the Valentino Garavani Rockstud ballerina shoes.
Valentino’s venture into digital fashion is not just about selling clothes; it’s about encouraging individuality and building community in the digital space. Over the years, digital communities have strengthened this pursuit, building an even more powerful, open-to-all ethos. With this new initiative, Valentino is taking “a step forward toward commerce in the metaverse,” exploring the potential of digital clothing.
This move comes after Meta announced its new digital fashion marketplace in June 2022, where people can buy digital fashion to dress their avatars on Instagram, Facebook, and Messenger. The marketplace initially offered inaugural looks from brands including Thom Browne, Prada, and Balenciaga, and later expanded to include digital-only fashion looks designed in house and from its network of partner designers.