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How metaverse sneaked in fashion?

Updated: Jun 11, 2022

We are not talking about the concept of virtual stores that were adopted by labels in luxury retail like Gucci, Versace and......; brands are leading our physical and virtual lives to the next level.


"Valentino Diary" was an engaging idea to invite customers for its virtual villa- Maison Valentino to improve their sense of immersion. It showcased Valentino 2021 collection with presenting latest design bags, garments, curated tunes in a house for the at-home experience. The way to display was poetic, which perfectly matched with Valentino's DNA. By clicking on the diary on the table will lead you to brand's inspiration. This was the project of collaboration with a start-up named Vertual.

Valentino 2021

Valentino Insights, courtesy of Valentino

In 2022, Valentino has introduced NFT artwork auction into its virtual display room. This time when you first enter the virtual room, you will get a welcome invitation- make yourself at home then find a NFT artwork which can be bought just by clicking on the painting to access more information. In the next space, you'll see the canvas paintings are showcasing the process of its creation to tell the story. Finally, you will get into the last room to better understand the whole interior style was designed based on its Italian roots only by checking on the map of Nettuno on the wall. The last space is our destination- a terrace; if you could find the radio, you will sense Valentino instantly merely though listening to a soundtrack.

Valentino Insights, courtesy of Valentino


As targeting the younger customer base- gen Z so successfully, Off-White is regarded as a high street fashion leader. It is not surprising that they has now become the first luxury label to adopt cryptocurrency as a new way of payment. While it's only available at its flagship stores in London, Paris and Milan at the moment. The brand will accept Bitcoin (BTC), Binance Coin (BNB), Ethereum (ETH) and Ripple (XRP), as well as stablecoin Tether (USDT) and USD Coin (USDC) for digital payment; refund for purchase will be issued in store credit.

Fashion luxury labels are evolving with trends. However, when it comes to marketing strategies, we can still see quite the opposite adoption of catering to younger customers by brands. Traditional houses like Valentino and edgy labels as Off-White both have matched future technologies to their personalities.

There is one thing kept me thinking all the time- whether or not? Even virtuality has taken place of some part of reality, things like physical stores will claim its importance of offering different functions in the future?

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