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Meta enlists top fashion brands for its new Avatars Store


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Meta is launching an Avatars Store, in which it will sell digital clothing for use with people’s virtual characters across Instagram, Facebook and Messenger.

And if you think that’s an excuse to goggle at a virtual Mark Zuckerberg clad in full Balenciaga and Prada, you’d be absolutely right. Meta is kicking off its store with some fashion partnerships: those two brands plus Thom Browne.

Instagram’s director of fashion partnerships Eva Chen introduced the first collection in a livestream with Zuckerberg. “This is probably the only fashion show that I will ever be near,” quipped the CEO, before outlining the theory behind the digital clobber. “All different kinds of creators over time are going to be able to participate and design clothing and sell it,” said Zuckerberg.

Meta is also planning to take the store into its virtual reality operations. Given the evidence that music fans are quite keen on buying virtual merch (see: Lil Nas X, Zara Larsson) we think Meta will be fielding plenty of interest from labels and artists in joining the fashion brands in Meta’s new store.


Written by: Stuart Dredge