Fashion brand Diesel is launching an exclusive collection on the Meta Avatars Store in collaboration with digital fashion house, DressX.
The store’s current luxury roster, which includes brands like Valentino, Balenciaga, Prada, and Thom Browne, will now feature the Italian label with a focus on denim, led by creative director Glenn Martens.
Ten iconic Diesel designs from the brand’s actual in-store lineup are included in the collection. Customers will therefore be able to dress their avatars in the brand’s iconic denim jackets, jeans and trainers and show off their ensembles on Instagram, Facebook, Messenger and Quest VR.
“This collaboration with DressX represents an exciting chapter for Diesel and remarks its commitment to engaging technology with fashion,” said Stefano Rosso, Board Member of Diesel parent OTB Group and CEO of OTB’s metaverse division BVX.
According to Rosso, Diesel’s “aim for the future [is] to develop exclusive items just for our virtual presence.” However, he also emphasised the value of a 360-degree strategy, where the brand’s physical and digital outputs are coordinated—hence the selection of pieces from Martens’ most recent collection, which is presently available in stores.
DressX, which raised a US $ 15 million Series A round in March, already has its own branded collection on sale in the Meta Avatars Store as of last year, along with its collaborations with real-world brands.