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Meta launches an avatar shop and branded clothes are the first products

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If you’ve ever thought, “I’d like my digital avatar to wear poorly rendered designer clothes,” then I’ve got some excellent news for you.

Meta is launch an online store where Facebook, Instagram and Messenger users can purchase digital clothing for their avatar. The first brands in the store are Prada, Balenciaga and Thom Browne, and clothing includes a motocross outfit, a logo hoodie and suits.

In a Facebook post, Meta CEO Mark Zuckerberg said more brands will be added soon.

“Digital goods will be an important way of expressing yourself in the metaverse and a major engine of the creative economy,” he says.

Luxury fashion houses are increasingly collaborating with technology companies to create digital branded apparel. Last year, Fortnite introduced Balenciaga skins to allow players to purchase items of clothing such as a branded hoodie for their in-game characters. In Robloxplayers can visit Gucci Town, complete with a garden with the brand’s logo and a virtual store.

Despite the big names at Meta’s launch, the news fell silent this afternoon and the company did not immediately respond to a request for more details. Meta says the store will launch “soon”, although information on how users access the store was not immediately available. Hopefully the digital clothes will cost less than the real ones. In a livestream today, Eva Chen, director of fashion partnerships on Instagram, previewed a look with a cropped T-shirt, low jeans and a white belt, outfitted with Zuckerberg’s avatar.

“I don’t know if I ever could have done that,” he said. I agree with that!


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