Beyond the Runway: The Rise of Fashion in the Metaverse

Xing Zhang ()
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Xing Zhang: China-Britain Artificial Intelligence Association

Chapter Chapter 6 in Gen Z's Fashion Revolution, 2025, pp 123-147 from Springer

Abstract: 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.

Keywords: Fashion and the metaverse; Virtual experiences; Leveraging virtual tools; Experiences in the metaverse; GenZ and the virtual world (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-72916-4_6

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