Agreement will allow artists to launch digital fashion collections
Through this partnership, those who are part of Warner will be able to participate in the creation and licensing of digital clothing and accessories for fans. The pieces will be made available for 3D avatars or on platforms such as Instagram and Snapchat.
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On Linkedin, Oana Ruxandra, head of digital at Warner said: “The representation of our future digital selves will be important and, if you are measuring by the sheer volume of interactions, perhaps more important than how we represent ourselves physically. As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that empower WMG and our artists. With its leadership in wearables and sustainability, DRESSX It’s exactly the kind of partner we need running alongside us as we build for the future.”
The objective of the partnership between DressX and Warner is to popularize artists’ “metacloset”
Daria Shapovalova, co-founder of DressX firmly believes in this new market that is emerging through virtual reality, for her: “Digital merch and musician swag will definitely be part of fans' digital wardrobes, and it's great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry on a scale. Every day, we are getting closer to our goal of giving everyone in the world a metacloset, making fashion accessible to everyone through innovation and technology.”
The startup DressX was founded in 2020 with the aim of “giving a meta-closet to everyone in the world”. Warner, in turn, has names like Coldplay, Ed Sheeran, Lizzo and Madonna in its hall.
