VALENTINO POUR HABILLER LES MÉTA AVATARS
Maison Valentino Haute Couture, via Vogue Runway
Maison Valentino has joined the ranks of luxury brands venturing into the world of digital fashion for Meta's avatars. This initiative allows users on Meta platforms, including Instagram, Facebook, Messenger, and Meta's virtual reality experiences, to outfit their avatars with six distinct looks inspired by Valentino's recent collections. The digital fashion pieces are priced between $2.99 and $8.99, with revenue sharing arrangements between Valentino and Meta, although specific details regarding the revenue split remain undisclosed.
Valentino views this step as an advancement in metaverse commerce, emphasizing the exploration of digital clothing's potential to promote individuality and foster community within digital communities. The concept of avatar fashion marketplace was introduced in June 2022, featuring offerings from brands like Thom Browne, Prada, and Balenciaga, alongside free avatar outfits provided by Meta. This initiative aligns with the evolving landscape of Web3 and metaverse opportunities that luxury brands are actively exploring.
Meta's commitment to Web3 fashion, which incorporates blockchain technology into digital goods, has had its ups and downs. While Meta initially launched and then halted its NFT (Non-Fungible Token) plans on Instagram, the focus has shifted towards digital fashion for avatars, targeting the next generation of users who may be willing to invest in upgrading their digital appearances.
The available Valentino avatar looks encompass a range of styles, including the iconic bright pink, the logo-adorned "Toile Iconographe," a panther print, Valentino Garavani Rockstud ballerina shoes, and more understated "essentials." A second collection is slated for release later this year.
In February, Valentino partnered with the Web3 fashion platform Unxd to lead metaverse and Web3 projects, emphasizing virtual fashion, artisanal craftsmanship, and community experiences. Unxd has previously collaborated with Dolce & Gabbana and Etro and has been a partner during both editions of Metaverse Fashion Week. Additionally, Valentino recently teamed up with Wanna, an augmented reality platform owned by Farfetch, to offer virtual clothing try-ons in the Wanna demo app.
Meta recognizes the potential in digital fashion and avatars as it seeks to establish a dominant metaverse platform. While platforms like TikTok, Snapchat, and Apple already offer customizable avatars, Meta envisions paid avatar upgrades becoming a new revenue stream within its virtual world, Horizons Worlds, akin to Roblox or Fortnite, where digital fashion has proven to be highly profitable. Avatar fashion holds the potential to engage Meta's vast user base, with more than 3.7 billion global monthly active users across its platforms.
Meta continues to enhance its avatars to make them more realistic and appealing, with over 1 billion avatars created on Meta platforms since their introduction in 2019. The company aims to encourage users to invest in their avatar appearances, just as they would in real life, by providing various opportunities for avatar expression and engagement across its platforms.
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