Zara launches first-ever digital-first Metaverse collection

Zara has just launched its first-ever metaverse collection – but what exactly does that mean?

Following hot on the heels of fashion’s first-ever Metaverse Fashion Week, Zara has debuted its first digital collection. 

After fashion’s first-ever Metaverse Fashion Week was met with mixed reviews last week, high street stalwart Zara has thrown its hat into the virtual ring with the launch of its debut digital-only collection.

Named Lime Glam and inspired by “psychedelia, endless nights and futurist sparkles”, the limited-edition capsule collection has been designed to be born both in the metaverse, specifically the virtual world of Zepeto, and in the IRL world. 

Zara launches first-ever digital-first Metaverse collection
Zara has just launched its first-ever digital-first Metaverse collection.

The collection includes elevated denim, lashings of lime green and a selection of Zara Beauty products – including a six-pan eyeshadow palette, which you can either snap up for your real self or your avatar self. The three items that are available exclusively on Zepeto – the metaverse platform Zara first partnered with last year – are a wall, floor and a photo booth, all of which aid the virtual fashion experience. 

Zara launches first-ever digital-first Metaverse collection
Zara's first-ever Metaverse collection is deftly named Lime Glam.

This isn’t Zara’s first foray into digital fashion. Last year, the juggernaut announced that it was launching onto Zepeto, a platform that allows users to create their own avatar and interact with one another, in collaboration with South Korean fashion collective Ader Error.

Swedish high street retailer H&M similarly debuted its first digital fashion offering last year, with a virtual collection in collaboration with Maisie Williams, while Metaverse Fashion Week saw Etro, Dolce & Gabbana and Tommy Hilfiger unveil collections on its Decentraland platform.

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Images: courtesy of Zara