Brands & Merch Business News Deals Digital Labels & Publishers
By Chris Cooke | Published on Friday 16 December 2022
Warner Music has announced a partnership with and investment in DressX, a digital fashion retailer.
Because, yes, sorry people, selling digital merch and virtual clothing to consumers obsessed with their online identities is the future. And if you haven’t got yourself a “meta-closet vision” sorted out yet, well, frankly, you’re just not fully prepared for the Web3 NFT blockchain metaverse reality that we’re all marching ourselves into. What an idiot!
Unless, of course, that physical t-shirt stall you’ve got set up at the back of your real world gig venue is some attempt to get a ‘cotton revival’ off the ground early. In which case, well done you. What a pioneer you truly are!
Meanwhile, back in the metaverse, Warner Music’s Chief Digital Officer Oana Ruxandr is super excited about all the 3D and AR virtual clothing that the major’s artists will be able to create with DressX, and then flogs off to fans for sharing on Instagram, Snapchat and other digital platforms.
“The representation of our future digital selves will be as important and, if you’re measuring by sheer volume of interactions, maybe it’s more important than how we represent ourselves physically,” said she.
“As our digital identities become exponentially more robust and impactful”, she adds, “we are focused on building partnerships that will enable WMG and our artists. With its leadership in wearables and sustainability, DressX is exactly the type of partner we need sprinting alongside us as we build for the future.”
DressX founders Daria Shapovalova and Natalia Modenova chip in: “We are extremely proud to partner with Warner Music Group and their incredible artists to continue building and scaling the DressX meta-closet vision for the future. Digital fashion is a visual language for communicating and creating bonds online, and at DressX we use technology to provide the utility for digital wearables using augmented reality, machine learning and blockchain.”
“Digital merch and swag from musicians will definitely be a part of the digital wardrobe of fans”, they go on, “and it’s great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry at a scale . Every day, we are getting closer to our aim of giving a meta-closet to every person in the world, making fashion accessible to everyone through innovation and technology.”
By the way, when Ruxandra says DressX are leaders in “sustainability” as well as “wearables”, she is referring to the firm’s investment in “science-based evaluation of the carbon footprint of its digital fashions”. All that science will ensure that the digital tat DressX creates with Warner’s artists is the most environmentally friendly digital tat on the market. Well, second most. No digital tat at all being the most environmentally-friendly of course.