How Real Is Virtual Fashion? – An IP Perspective

The term "metaverse" has become widely popular. While the term may seem new to some, it has actually been around since the early 90's, when it was coined by sci-fi writer, Neal Stephenson, to describe a 3D virtual space where humans interact using avatars. Today, metaverse is used to describe a digital space that combines aspects of social media, online gaming, virtual reality, augmented reality and cryptocurrency.

The metaverse has opened endless possibilities for different industries, including the fashion industry. Various fashions brands, including luxury brands, such as Gucci, Louis Vuitton, Balenciaga, Dolce & Gabbana are developing unique strategies to engage an increasingly sizable pool of consumers that inhabit the metaverse. A few such strategies include, organizing virtual fashion shows, creating augmented reality experiences such as virtual try-ons that enable consumers to try on digital representations of physical garments, providing digital clothing for