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Warner Music Group is partnering with DRESSX to design digital fashion lines for artists.
Warner Music Group is partnering with and investing in digital fashion retailer DRESSX. This first-of-its-kind partnership provides a platform for selected WMG artists to design their own imaginative fashion lines.
Under the agreement, artists will collaborate directly with DRESSX to design and launch 3D and AR virtual costumes for fans to gather and enjoy across Instagram, Snapchat and other platform partners.
The deal will allow artists to unlock new revenue streams while creating additional outlets for fans to show their loyalty.
Warner Music Group Chief Digital Officer and EVP, Business Development Oana Ruksandra said, “The representation of our future digital identity will be very important, and if you measure it in terms of engagement, it will be even more important than how we represent ourselves. in person”
She added that building such Web3 partnerships was a real focus for the business going forward.
Daria Shapovalova and Natalya Modenova, founders of DRESSX, expect that the items sold by musicians will “definitely become part of fans’ digital wardrobes,” just like in real life.
“Digital fashion is a visual language to communicate and create bonds online,” they say.
All this shows that Metavas is just an extension of real life.
IRL celebrity fashion collaborations are a lucrative business. Notable recent partnerships include Harry Styles for Gucci, Billie Eilish for Nike
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But this year, the dial has already started to go to different regions. Supermodel Kate Moss, previously known for her collaborations with Topshop, makes a guest appearance on Lucy Yeomans, the interactive style game Drest, joining forces with jewelery label Mesica.
Plus, just this week, Web3’s new vintage fashion brand MNTGE released its first mint passes. Founded by Adidas co-founder Sean Wotherspoon, music and digital entrepreneur Nick Adler and branding expert Brennan Russo, the label will partner with creatives to put digital inks, or INKS, on virtual representations.
Shapovalova and Modenova added: “It’s great to see more and more stakeholders believing in this new domain, which is changing the fashion industry on a massive scale.”
DRESSX Since its launch in 2020, the company has become the largest platform for digital-only fashion, with over 3,000 digital items available. DRESSX has partnered with many tech, fashion and lifestyle companies including Meta, Roblox, Snapchat, Google, Coca-Cola and Farfetch.
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