Warner Music Group is both 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.
According to the agreement, artists will collaborate directly with DRESSX to design and launch 3D and AR virtual clothing for fans to collect and enjoy across Instagram, Snapchat, and other platform partners.
While creating additional outlets for fans to show their allegiance, the deal will enable artists to unlock new revenue streams.
According to Warner Music Group’s Chief Digital Officer & EVP, Business Development, Oana Ruxandra, “The representation of our future digital selves will be as important and, if you’re measuring by sheer volume of interactions, maybe more important than how we represent ourselves physically.”
She added that building such web3 partnerships were a real focus for the business going forward.
For their part, DRESSX cofounders Daria Shapovalova and Natalia Modenova, maintain that just as it is in real life, merchandise from musicians “will definitely be a part of the digital wardrobes of fans.”
“Digital fashion is a visual language for communicating and creating bonds 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
This year, however, the dial has already started to move into metaverse territory. Supermodel Kate Moss, formerly known for collaborating with Topshop, appeared as a guest avatar on Lucy Yeomans, interactive styling game Drest, joining forces with jewelry label Messika.
Plus, only this week, new web3 vintage fashion brand MNTGE released its debut mint passes. Cofounded by adidas collaborator Sean Wotherspoon, music and digital entrepreneur Nick Adler and branding guru Brennan Russo, the label will partner with creatives who will design digital layers or INKS to be superimposed on virtual representations of vintage garments.
“It’s great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry at a scale,” add Shapovalova and Modenova.
Since DRESSX’s launch in 2020, the company has become the largest platform for digital-only fashion, with more than 3,000 digital items available. DRESSX has also partnered with numerous tech, fashion, and lifestyle companies, including Meta, Roblox, Snapchat, Google, Coca-Cola and Farfetch.