Last December, Zara took her first step into the metaverse. Today, it announces the debut of a “Meta Collection,” its own personal metaverse capsule, available through the Zepeto program. Zara has also selected this forum to present their initiative, which was created in partnership with Ader Error, a South Korean creative collective. Last weekend, the first Metaverse Fashion Week took place in the Decentraland reality, with over 70 international designers, including Tommy Hilfiger, Etro, and Dolce & Gabbana, taking part.
A jumpsuit, a jacket, denim shorts, multicolored pants, a silk top, wedge sandals, and a few bags are part of Zara’s limited-edition capsule collection. It’s called “Line Glam,” and it includes various cosmetics like eye shadows and false nail kits, as well as three digital elements: a wall, a floor, and a picture booth. They’re designed to improve the entire experience, according to the brand’s justifications.
In a news statement, the Spanish brand claims that “this project symbolizes a new state of mind, that of a community that wishes to push beyond its limitations, to assume its identity and personality.” The collection’s items are now available IRL, or in real life and in the physical world, as well as in the Zepeto universe in virtual form for avatars, as of Tuesday, March 29. The brands that have exhibited collections on the platform have been following each other for the previous several weeks: Levi’s, Gucci, Ugg, and Christian Louboutin are just a few of them.
The launch of this collection comes only days after Inditex announced the introduction of its Pull&Bear business, which caters to a younger demographic, into the metaverse. The date was not chosen at random: it fell on the same weekend as Madrid’s Scrapworld streetwear festival. The label has created six looks for Gen Z in partnership with the La Frontera VR team and Meta Creative Shop, which are compatible with a variety of games and applications on the Ready Player Me platform. Mango, another Spanish behemoth, announced its debut into the virtual realm last week with the display of works of art in NFT format.
