High-end U.K. department store Selfridges will now sell NFTs and digital fashion at its Oxford Street store in London. Virtual spaces took off during the pandemic, and well-known fashion brands have been infiltrating the space for a while now with exclusive digital wears, including Gucci, Nike, Balenciaga, Louis Vuitton, Burberry, and more. New digital-only fashion brands have also emerged, creating a never-before-seen direct-to-avatar fashion economy, and the British Fashion Council recently added an award category to recognize virtual fashion. With the metaverse becoming the latest hotspot for Gen Z fashion, IRL retail wants to get in on the action too—and Selfridges plans to bring digital goods to real-life shopping. The department store plans to drop 1,800 NFTs between January 28 and March 12, which can be purchased in-store on a digital screen and worn on multiple virtual platforms. The prices range between £2,000 to more than £100,000, and select NFTs will be sold with a physical counterpart. (Vogue)
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