Valentino, in collaboration with Meta, has unveiled a fresh collection of digital attire for avatars in Nintendo’s popular video game ‘Animal Crossing’. The luxury brand from Rome has joined forces with the California-based internet giant to showcase their digital clothing on the Meta Avatars Store. Following in the footsteps of Balenciaga, Prada, and Thom Browne, who introduced their collections for Meta avatars on the online clothing marketplace last year, Valentino has released an initial set of six men’s and women’s designs on July 14th.
These virtual outfits will be accessible on various social media platforms owned by the Mark Zuckerberg-led group, including Instagram, Facebook, Messenger, and the company’s virtual reality experiences. The capsule collection for Web 3.0 includes two dresses, a skintight jumpsuit, a suit jacket, a bomber jacket, a t-shirt, a pair of jeans, and a pair of shorts. These designs take inspiration from Valentino’s recent collections, with some featuring the brand’s signature capital V emblem prominently displayed. The collection also incorporates Valentino’s renowned red and the vibrant Pink PP colour, which has become a favorite of the brand’s creative director Pierpaolo Piccioli. To complete the ensembles, some outfits are paired with Valentino Garavani Rockstud ballerinas.
Valentino has been actively exploring virtual fashion for the past two years, embarking on various initiatives in the digital realm. Last year, the brand collaborated with Wanna, an augmented reality company owned by Farfetch, for a virtual try-on trial project. In February, Valentino established a partnership with UNXD, a website specializing in digital culture and luxury, particularly in the realm of non-fungible tokens (NFTs). Although the specifics of this collaboration have not been disclosed publicly, it demonstrates Valentino’s commitment to embracing digital platforms and exploring new possibilities in the fashion industry.
With the launch of this collaboration, Valentino joins a growing list of luxury brands venturing into the virtual fashion landscape, recognizing the potential impact of digital fashion experiences and the significant presence of avatars in gaming and social media. By offering virtual attire for popular games like ‘Animal Crossing’, Valentino aims to engage with a wider audience and maintain relevance in the evolving digital realm. As fashion continues to merge with technology, collaborations between high-end fashion brands and virtual platforms will likely become more common, creating innovative avenues for self-expression and fashion consumption in the digital age.
