Zara launches AZ, its first collection in the metaverse

Zara has just announced through its social networks the launch of AZ, a collection in collaboration with the South Korean brand Ader Rerror, a project with nods to Generation Z, which will have a replica in the metaverse. “The designs reflect the lifestyle of people whose personalities are shaped by simultaneous experiences in the real and virtual world,” explains the brand on its website.

The collection, which is available on the Spanish brand’s website, can also be visited at Zepeto, a platform that allows you to generate avatars and create imaginary worlds.

Read also: Marta Ortega, daughter of the multimillionaire founder of Zara, takes the reins of the fashion group

AZ Collection, with unisex dyes and marked by wide and comfortable patterns, it is made up of casual winter clothes like pants, coats or sweatshirts. The pieces range from € 199 for a padded coat to € 39.95 for a hat.

The pioneer brand in Korea

Ader ErrorLaunched in 2014, it is one of the Korean brands with the most projection in the country, which has especially won over young audiences.

The foray into the virtual world of Zara is not the first in the world of fashion. H&M launched a virtual clothing collection in the world of “Animal Crossing”, Nintendo’s video game, and there are already other brands with a presence on the Zepeto platform such as Gucci or Nike.

Fury for the metaverse

The idea of ​​spending millions on land that only exists on the internet may sound ridiculous, but the fury sparked by the metaverse, a future of virtuous realityl, they are encouraging some investors to buy digital real estate. The New York company Republic Realm announced a $ 4.3 million deal to buy digital land on The Sandbox, one of several “virtual worlds” websites where people can socialize, play games or go to concerts.

In late November, the Canadian cryptocurrency firm Tokens.com it had acquired land on rival platform Decentraland for $ 2.4 million. Days earlier, Barbados had announced a plan to open a “metaverse embassy” in Decentraland.

These types of portals are promoted as prototypes of the metaverse, an internet of the future where current online experiences such as talking with a friend will feel as if they were face to face thanks to virtual reality devices.

The word “metaverse” has been very much in vogue in Silicon Valley for months, but interest multiplied in October when Facebook’s parent company renamed itself “Meta” in its strategy of betting on virtual reality.

Facebook’s name change “introduced the term ‘metaverse’ to millions of people much faster than I could have ever imagined,” says Cathy Hackl, a technology consultancy who advises companies to enter the metaverse.

The data website Dapp reports that, in the last week, virtual lands valued at more than 100 million dollars were sold in the four main sites of the metaverse: The Sandbox, Decentraland, CryptoVoxels and Somnium Space.

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