Fashion brands in the metaverse are no longer a rare experiment. Today, big names open virtual stores, host digital shows, and sell outfits for avatars. As a result, shopping now happens inside games and 3D worlds, not only on websites.
In this guide, you will meet ten brands that lead this shift. First, however, let’s see why they moved online.
Why Fashion Brands Are Moving Into Virtual Worlds
Young shoppers spend hours on platforms like Roblox, Fortnite, and Decentraland. Therefore, brands follow them there. A virtual store lets a label reach Gen Z, test new ideas, and earn money from digital products.
Moreover, virtual shopping builds community. Visitors can play games, meet friends, and dress their avatars in one place. If you are new to this idea, read our guide on avatar fashion first.
1. Nike: Nikeland and Digital Sneakers
Nike built Nikeland on Roblox, a world modeled on its real headquarters. Players compete in mini-games and dress their avatars in Nike gear. According to reports, the space drew about 7 million visitors in its first two months.
In addition, Nike bought the digital studio RTFKT. This step shows that the brand treats virtual sneakers as a serious business.
2. Gucci: From Gucci Garden to Gucci Town
Gucci started with Gucci Garden in 2021, a two-week event on Roblox. Visitors walked through themed rooms and bought limited digital items. Later, Gucci launched Gucci Town, a permanent space.
Interestingly, a virtual Gucci Dionysus bag sold for around $4,115 on Roblox. That price was higher than the physical bag’s price of about $3,400. So, digital luxury can be very valuable.
3. Adidas: Into the Metaverse NFT Collection
Adidas took a different route and chose NFTs. Its “Into the Metaverse” collection, made with Bored Ape Yacht Club and other partners, sold 30,000 items in a single afternoon. The sales earned more than $22 million.
Each NFT unlocked digital wearables and matching physical clothing. To understand this model better, see our post on fashion NFTs.
4. Balenciaga: Fortnite Skins and Virtual Runway Games
Balenciaga first launched the video game Afterworld: The Age of Tomorrow in 2020. Later, it teamed up with Fortnite. Players could buy outfits for four characters (Doggo, Ramirez, Knight, and Banshee) in a virtual Balenciaga store on Retail Row.
Furthermore, the brand sold real clothing inspired by the game. Thus, the digital and physical worlds connected neatly.
5. Ralph Lauren: Winter Escape on Roblox
Ralph Lauren made its first metaverse move in 2021 with Winter Escape on Roblox. Visitors enjoyed a snowy holiday world and tried on exclusive styles. The brand co-designed the experience with the studio Funomena.
In addition, Ralph Lauren launched a digital clothing line on the Zepeto avatar app. Consequently, it now reaches fans on more than one platform.
6. Tommy Hilfiger: Tommy Play and Metaverse Fashion Week
Tommy Hilfiger began on Roblox in December 2021 with co-created avatar fashion. Next, it launched Tommy Play, a space with a graffiti-covered BMX park and several mini-games.
Besides that, the brand joined the first Metaverse Fashion Week in Decentraland in March 2022. Its multi-platform hub showed how a label can use many virtual worlds at once.
7. Mango: A Mediterranean Virtual Store on Roblox
Mango opened its first virtual store in Roblox’s Outfit Shopping Mall. Users can buy Mango Teen digital clothing for their avatars. The store reflects the brand’s “New Med” Mediterranean style.
Earlier, Mango also opened a hybrid physical, digital, and virtual museum at its Fifth Avenue store. It released NFTs based on works by Joan Miró, Antoni Tàpies, and Miquel Barceló.
8. Dolce & Gabbana: Virtual Boutiques in Decentraland
Dolce & Gabbana took part in the first Metaverse Fashion Week. The brand built an elaborate virtual boutique inside Decentraland. As a result, shoppers could explore its style without leaving their screens.
9. Lacoste: First Virtual Store With Emperia
Lacoste unveiled its first virtual store in partnership with the platform Emperia. Therefore, the classic French label joined other names such as Burberry, Ralph Lauren, and Tommy Hilfiger in the 3D retail space.
10. Puma: Land of Games on Roblox
Puma created “Land of Games” on Roblox. It reportedly attracted around 4.8 million visits. This result proves that fun, game-style experiences can pull in huge crowds.
What These Virtual Stores Teach Us About Digital Fashion
Although each brand used a different method, three lessons stand out:
- Gaming works. Roblox and Fortnite offer ready-made audiences.
- Digital items sell. Avatar clothing and NFTs create new income.
- Community matters. People stay longer when they can play and socialize.
However, many early projects were short-term events. Brands that built lasting spaces, like Gucci Town and Tommy Play, gained the most engagement. To explore this topic further, check our articles on digital fashion in the metaverse and virtual fashion stores. You can also learn how virtual clothing is redefining style.
Final Thoughts on Fashion Brands in the Metaverse
Nike, Gucci, Adidas, Balenciaga, Ralph Lauren, Tommy Hilfiger, Mango, Dolce & Gabbana, Lacoste, and Puma show that virtual retail is here to stay. Each one found its own way to meet shoppers online. Consequently, the future of fashion will likely blend physical stores with digital worlds.
Which virtual store would you visit first? Share your thoughts in the comments.
