Warner Music Group partners with DRESSX for artists to design digital fashion lines.
DRESSX
Warner Music Group is partnering with and investing in digital fashion retailer DRESSX. This first-of-its-kind partnership will provide a platform for select WMG artists to design their own virtual fashion lines.
Under the agreement, the artists will collaborate directly with DRESSX to design and release virtual 3D and AR garments for fans to collect and enjoy on Instagram, Snapchat and other partner platforms.
While creating additional outlets for fans to show their loyalty, the deal will allow artists to unlock new revenue streams.
According to Oana Ruxandra, Warner Music Group’s Chief Digital Officer and Executive Vice President of Business Development, “Representation of our future digital selves will be just as important and, if measured by the total volume of interactions, perhaps more important than how we We represent ourselves.” physically.”
He added that building such web3 partnerships was a real focus for business going forward.
For their part, DRESSX co-founders Daria Shapovalova and Natalia Modenova argue that just like in real life, the musicians’ merchandise “will definitely be part of fans’ digital wardrobes.”
“Digital fashion is a visual language to communicate and create links online,” they say.
It all goes to show that the metaverse is just an extension of real life.
IRL celebrity fashion collaborations are a lucrative business. Notable recent partnerships include Harry Styles for Gucci, Billie Eilish for Nike NKE, Bad Bunny for adidas, and Tyler The Creator for Converse.
This year, however, the dial has already begun to move into metaverse territory. Supermodel Kate Moss, formerly known for collaborating with Topshop, appeared as a guest avatar in Lucy Yeomans, the Drest interactive styling game, joining forces with jewelry brand Messika.
Plus, just this week, new vintage web3 fashion label MNTGE launched their debut mint passes. Co-founded by adidas collaborator Sean Wotherspoon, music and digital entrepreneur Nick Adler and brand guru Brennan Russo, the brand will partner with creatives who will design digital layers or INKS to overlay on virtual renderings of vintage garments.
“It’s great to see more and more stakeholders believe in this new domain that is already changing the fashion industry on a large scale,” add Shapovalova and Modenova.
Since launching DRESSX in 2020, the company has grown into the largest digital-only fashion platform, with more than 3,000 digital items available. DRESSX has also partnered with numerous technology, fashion, and lifestyle companies, including Meta, Roblox, Snapchat, Google, Coca-Cola, and Farfetch.
Source: news.google.com