European fashion brands are getting ready to sell their ‘fits directly to consumers’ metaverse avatars. 

European fashion brands are getting ready to sell their ‘fits directly to consumers’ metaverse avatars. Now that “what is worn in the metaverse is becoming as important as what is worn in real life,” fashion brands are bypassing supply chain issues and production costs to sell D2A—a.k.a. “direct-to-avatar.” Amsterdam-based digital fashion house The Fabricant, for example, allows users to create and trade digital clothing as NFTs, which can be worn across digital environments. Meanwhile, Croatian company Tribute lets users buy and download digital fashion items, influencing them to “transfer their identity to a virtual area” while leading to a more sustainable fashion industry. The rise of virtual spaces took off during the pandemic, and existing fashion brands are infiltrating the space with exclusive digital wears. And as the metaverse gets even bigger, digital-only brands are creating an entirely new economy for digital fashion. (Fashion United)