The fashion industry has been an early adopter of metaverse concepts, with companies such as Gucci launching virtual stores, The Gap launched a virtual experience for teens in Roblox, while Prada, Nike and more fashion brands will also happily sell you NFTs.
A natural next step for metaverse fashion is to allow users to build a virtual wardrobe through which they can express their sense of fashion, allowing multiple looks to mix and define your style, just as happens in real life. Now, The Fabricant is doing just that.
The Fabricant, a company focused on creating digital fashion, is allowing users to customize digital clothing and mint them as NFTs. Through The Fabricant Studio, users choose a virtual garment, select a fabric and add custom colors. The digital fashion company raised $14 million to create metaverse wardrobes earlier this year.
“As metaverse platforms become increasingly social, the need for digital wardrobes grows,” said The Fabricant co-founder Adriana Hoppenbrouwer-Pereira.
“The appeal of digital garments transcends the inherent urge to flaunt luxury goods. The fashion model itself is entirely different in the metaverse,” Hoppenbrouwer-Pereira added.
Infinite possibilities for digital clothing
Digital clothing has a higher resale value than physical clothing since the pieces never tear, lose a button or show other signs of wear. Additionally, with digital clothing NFT resales, the creator of the NFT receives a cut each time the piece sells, making it a lucrative market for independent creators.
Hoppenbrouwer-Pereira has witnessed the melding of consumers’ virtual and physical selves through the lens of raising her two teenage daughters.
“It started with AR filters on Zoom or even Snapchat,” said Hoppenbrouwer-Pereira. “The average person is already fully accustomed to this, so how long before they start experimenting with digital fashion to customize their online appearance?”
In addition, the Fabricant co-founder points out that digital fashion NFTs offer users higher autonomy over their purchases.
“The new word for consumers is communities,” said Hoppenbrouwer-Pereira “From passive buyers, we are becoming active participants, playing a bigger role in brand stewardship. Never before have I seen consumers have such an ability to influence a brand’s road map.”