Increasingly, more companies are using the metaverse to broadcast products and entice consumers. The latest industry to jump on this bandwagon seems to be fashion, with several brands exploring digital fashion campaigns. At the forefront of this trend is The Fabricant, a digital fashion house that boasts many accomplishments, like selling the world’s first digital-only garment on the blockchain.
In this week’s video, host Paul Barron discusses fashion and the metaverse with Kerry Murphy, founder and CEO of The Fabricant. They explore topics like re-imagining fashion in the digital world, using fashion in NFT games, evolving fashion NFTs, and the evolution of traditional fashion houses. In particular, Murphy defines NFTs as more than just art. To him and The Fabricant, they provide consumers with community, perks, rewards and access. Fashion NFTs seek to provide utility, and companies like The Fabricant are discovering what does and does not work. More than a completely different existence, digital fashion adds to what physical fashion already provides. It is an added value to what already exists in traditional fashion spheres, with Murphy defining digital and physical fashion as two different worlds that coexist but are not necessarily connected.
In the years to come, we can observe how traditional fashion brands use digital fashion for marketing and digital-only companies like The Fabricant releasing innovations to entice consumers.