Diesel Collaborates with DressX to Launch Exclusive Collection on Meta Avatars Store
Buzzy fashion brand Diesel, popular among Gen-Z, is teaming up with digital fashion house DressX to release an exclusive collection on the Meta Avatars Store. Diesel, known for its denim-centric designs and led by creative director Glenn Martens, joins other luxury brands like Valentino, Balenciaga, Prada, and Thom Browne on the platform.
The collection consists of 10 iconic Diesel looks that mirror the brand’s physical offerings. Users can dress their avatars in Diesel’s signature denim jackets, jeans, and sneakers and showcase their outfits on platforms like Instagram, Facebook, Messenger, and Quest VR. The first batch of five looks will be available starting September 14, with a second release planned for later this year.
Commitment to Engaging Technology with Fashion
Stefano Rosso, Board Member of Diesel’s parent company OTB Group and CEO of BVX (OTB’s metaverse division), expressed excitement about the collaboration with DressX. He stated that it signifies Diesel’s dedication to combining technology with fashion. This move is in line with the brand’s previous involvement in the metaverse and NFT projects.
Diesel has been at the forefront of virtual presence among OTB Group brands. According to Rosso, the brand had already established a presence in the virtual space and launched several NFT projects last year. This aligns with Diesel’s DNA as a forward-thinking fashion brand.
Embracing the Future of Fashion
Rosso believes that the virtual space holds immense potential for the future of fashion due to various reasons. He sees it as a means for brands to expand their creativity and engage with younger generations. Additionally, virtual fashion is more sustainable compared to physical clothing production.
While Diesel aims to develop exclusive items for its virtual presence, Rosso emphasizes the importance of aligning both physical and digital outputs. Hence, the chosen looks from Martens’ latest collection in-store are featured in the collaboration.
The Role of Augmented Reality and Digital Fashion
Rosso is optimistic about augmented reality (AR) revolutionizing the fashion industry. He believes that advanced AR visors could enable people to see virtual clothing on individuals walking on the street. Currently, digital fashion serves as a tool for experimenting with brand presence in innovative ways. However, Rosso envisions it becoming a future revenue stream as technology adoption increases.
DressX’s Commitment to Avatar-Commerce
DressX, which secured a $15 million Series A funding round in March, already has its own branded collection available on the Meta Avatars Store. The platform aims to provide a top-notch experience for digitally native customers by bridging the gap between physical and digital fashion. DressX founders Daria Shapovalova and Natalia Modenova express their commitment to offering fashion enthusiasts an immersive and innovative experience.
Hot Take: Diesel and DressX Pave the Way for Virtual Fashion
In collaboration with DressX, Diesel is making strides towards the future of fashion by embracing technology and virtual presence. By launching an exclusive collection on the Meta Avatars Store, Diesel offers users the opportunity to dress their avatars in iconic Diesel looks and share their styles on social media platforms and VR. This collaboration highlights Diesel’s commitment to engaging with younger generations and exploring sustainable alternatives through digital fashion. As augmented reality continues to evolve, Diesel’s CEO envisions a future where people can witness virtual clothing on individuals in real-life scenarios. DressX’s dedication to avatar-commerce further strengthens the fusion of physical and digital fashion experiences.
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