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5 Luxury Brands That Have Entered The Metaverse



The virtual world has come a long way from being just one big concept and is quickly coming into reality as many people are already jumping on the bandwagon to explore the vast possibilities that this new world has to offer. The emergence of the metaverse has revolutionized the way people experience things, and it has opened up a whole new world to explore.

With the constant development of the metaverse, there has been an influx of many new brands into this new realm. Among the many brands that have entered this new world are luxury brands, which have recognized the potential of this new world and are already taking advantage of it.


Which luxury brands are already in the metaverse?

As the metaverse presents more and more opportunities for brands to reach their target audiences, more and more luxury brands have started venturing into this new world. Luxury brands are beginning to grasp the potential of advertising in the metaverse and use the platform to connect with their customers and build their brand awareness. And while there may already be a handful of luxury brands making a name for themselves in the metaverse, here are some of the most prominent.



Gucci


Gucci is a world-renowned Italian brand with stores across the globe. Their foray into virtual reality is a smart move as they continue to expand their brand awareness and reach new customers globally.

In The Sandbox, Gucci has created an experimental space for non-fungible tokens (NFTs), vintage products, and upcoming influencers. The unveiling of this new space marks the first time a major luxury brand has created its own world in Metaverse. The space is named Gucci Vault Land and is the first step for Gucci in creating its own augmented reality (AR) ecosystem.



Louis Vuitton


Louis Vuitton has been a mainstay in the world of luxury goods for a long time. With their signature monogram pattern, they've created a brand that's synonymous with luxury and style. Louis Vuitton has long been associated with fashion and design, but recently they have begun to branch out into other areas, one of them being the metaverse.

In homage to its founder, Louis Vuitton became one of the first fashion brands to launch a video game with blockchain-based collectibles. The app, Louis the Game, follows a character that journeys through a total of six varying environments to gather 200 candles in order to celebrate the founder's birthday.



Balenciaga


Cristóbal Balenciaga founded the luxury fashion house that is now known as Balenciaga in Paris in 1916. The brand has been worn by celebrities such as Nicole Kidman, Kim Kardashian, and Dua Lipa, and is known for its avant-garde designs.

The company recently teamed up with Epic Games' popular video game Fortnite to sell a line of exclusive Balenciaga-inspired metaverse apparel in a virtual store of the Balenciaga boutique. They also created some real-life “Fortnite x Balenciaga” merchandise alongside an exclusive Balenciaga virtual outfit in Fortnite for those who do purchase the real-life clothing line.


Dior



Dior is a French luxury goods company founded in 1946 by Christian Dior. The brand is known for its luxurious and expensive clothing, accessories, and fragrances. More notably, they were famed for shaking up the world of women's fashion with their structured, feminine designs.

Dior partnered with Ready Player Me, a metaverse avatar platform, to provide its customers with an immersive and branded experience through the creation of digital avatars and selling them limited edition Dior fragrances.

The luxury brand is obviously no stranger to digital trends, as they capitalized on a collaboration with the regarded picture app, Meitu, and created a unique makeup option that identifies and matches a user's face with the most suitable kind of makeup depending on the user's qualities. Given Dior’s commitment to innovation, people should expect more design-forward products and services from them in the future of the metaverse.


Burberry


Burberry is a luxury brand founded by Thomas Burberry and has been around since 1856. The company was founded in Basingstoke, England and it is known for its iconic trench coats, but it also offers a wide range of womenswear, menswear, and accessories.

Burberry stepped into the metaverse when they partnered with Mythical Games in 2021 to launch their Blankos Block Party game. The open-world multiplayer metaverse fashion video game features blockchain-based customizable vinyl toys that players can trade and sell.

The game was continued into 2022 for its second year along with the release of a new line of collectible fashion NFTs and other merchandise. It also came with an introduction of a few more virtual spaces for the many communities through the creation of a social space within the game where players can enjoy a unique virtual experience that is unlike any other.


Final Thoughts

It’s great to see these luxury brands enter the metaverse, especially ones that are so well-known. Their presence in the metaverse is a great way for them to reach a new customer base and interact with their customers in a new way while also helping raise awareness of the metaverse and its potential as a marketing tool for brands. As more brands enter the space, people will see even more innovation and the development of new ways for them to connect online.

Written & Edited by Sophia Young Content Studio


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