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Monday, June 27, 2022

Mark Zuckerberg dresses in Balenciaga without taking off his sweatshirt: the luxury brands that will dress the avatars of Facebook and Instagram | Fashion

Mark Zuckerberg has finally taken off his Silicon Valley tycoon uniform (sweatshirt, jeans and sneakers). During a live broadcast last Friday, the owner of Meta announced, together with Eva Chen, director of content and fashion collaborations on the platform, that from one week on, the avatars of Facebook, Instagram and Messenger users will be able to wear in fashion; specifically from Prada, Balenciaga and Thom Browne. “This is the closest I’ll ever get to a show,” the businessman joked as Chen showed the camera Zuckerberg’s avatar wearing some of the most viral and recognizable outfits of recent years: the Balenciaga biker uniform, the sweatshirts nylon by Prada Linea Rossa or the tight and short suit by Thom Browne. Although the price has not yet been revealed (it is not expected to exceed ten dollars), the digital garments will be available for purchase starting next week on the Meta marketplace, and Chen expects that “more firms will join in the coming months. ”. Ever since Zuckerberg officially announced the creation of Meta last fall, a web 3.0 centered on user-avatar interaction with the digital environment, fashion has been in the commercial spotlight. In fact, hours after the announcement, Meta’s corporate account asked Balenciaga via Twitter how they should dress in this new parallel reality. It was not a casual mention: the brand commanded by Demna Gvasalia has been blurring the boundaries between analog and digital for a couple of years with filters, avatars and even video games with which to show its collections for the first time and interactively. Hey @Balenciaga, what’s the dress code in the metaverse? — Meta (@Meta) October 29, 2021 The conversion of Facebook into Meta has caused the fashion industry to invest huge amounts in the so-called metaverse this year. There is no brand that has not installed stores or held events on simulated reality platforms such as Roblox or Decentraland. The latter, for example, hosted an experimental fashion week last March in which, among others, Etro or Dolce & Gabbana paraded and in which the avatars could dress for the occasion by buying outfits with cryptocurrencies. It is estimated that the fashion business in the metaverse represents, according to Morgan Stanley, a business opportunity of 50,000 million euros. However, until now, digital fashion has run through different market niches: on the one hand, luxury firms have created their own NFTs, that is, exclusive and non-reproducible garments or works of art at exorbitant prices and oriented towards investment and medium-term revaluation (the dynamic is similar to that of a work of art); on the other, it has focused on the business of skins, digital garments to customize avatars in video games such as Fortnite or Animal Crossing. The fact of being able to acquire digital clothing on the most popular social networks (Facebook and Instagram together add up to more than 3,000 million users) completely changes the rules and brings this market closer to a public that until now was reluctant to use cryptocurrencies or simulated realities. The news of the inclusion of fashion in Meta coincides, in fact, with the decision of the Kering group (owner of Gucci, Balenciaga or Saint Laurent, among others) to start accepting payment with cryptocurrencies in some of its products (digital or No). “Luxury has an important role here. We have a real opportunity to create products that allow us to express ourselves in pioneering ways”, declared Grégory Boutté, director of the group’s digital area, during a press conference this week. It seems that, after months of speculating on the possible integration of the virtual wardrobe into our lives, steps are already being taken to make this idea happen in the medium term.

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– Article Written By @Leticia García from https://smoda.elpais.com/moda/mark-zuckerberg-se-viste-de-balenciaga-sin-quitarse-la-sudadera-las-marcas-de-lujo-que-vestiran-a-los-avatares-de-facebook-e-instagram/

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