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Beyond the Runway: The Rise of Fashion in the Metaverse

In: Gen Z's Fashion Revolution

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  • Xing Zhang

    (China-Britain Artificial Intelligence Association)

Abstract

The metaverse is still an evolving concept, and its full impact on the fashion industry is yet to be realised. As technology continues to advance and virtual experiences become more seamless, fashion brands are exploring new possibilities in the digital realm, blurring the boundaries between physical and virtual fashion experiences. This chapter focuses on the key tools available to fashion in the metaverse space, including: virtual fashion, digital fashion shows and events, virtual reality (VR) and augmented reality (AR) in the metaverse (immersive virtual try-on), brand presence and marketing. In addition to introducing the concepts, components, and technologies of the metaverse, this chapter will examine cases that illustrate how leading brands, such as Gucci and Ralph Lauren, are leveraging the metaverse to engage with customers, enhance brand image, and implement marketing strategies. These discussions will not only explain the current role and influence of the metaverse on fashion brands but also highlight the potential innovations it could bring to the luxury industry.

Suggested Citation

  • Xing Zhang, 2025. "Beyond the Runway: The Rise of Fashion in the Metaverse," Springer Books, in: Eleonora Cattaneo & Yan Sun (ed.), Gen Z's Fashion Revolution, chapter 0, pages 123-147, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-72916-4_6
    DOI: 10.1007/978-3-031-72916-4_6
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