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British designer Charli Cohen and luxury retailer Selfridges have partnered on a (digital and IRL) clothing line to celebrate the 25th anniversary of Pokémon.

Oct 27 2021

British designer Charli Cohen and luxury retailer Selfridges have partnered on a (digital and IRL) clothing line to celebrate the 25th anniversary of Pokémon. The clothing collections can be purchased through an immersive, cyberpunk shopping platform called Electric/City, which will feature virtual performances and augmented reality merchandise vans. Every item in the physical clothing line comes with an exclusive Snapchat filter, and the digital line lets users access a body-tracking augmented reality lens to wear the clothes and apply the virtual garments to a number of different platforms. The rise of virtual spaces took off during the pandemic, and digital communities inside video games, social media, and more platforms are only getting bigger. Now, the metaverse (the idea of a massive, centralized virtual community) is becoming a way for brands “to bridge the digital and physical divide,” and categories including fashion, beauty, music, and even social media are doubling down on their virtual strategy. (Fashion United)