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It was May 2019 when Dutch startup The Fabricant made a splash on the fashion scene with the debut of its Iridescence dress: a luminous cape-like gown that glowed with purple highlights.
But this was no ordinary dress.
The Iridescence dress is a digital asset that was auctioned on the blockchain for $9,500 and delivered by digitally tailoring the dress onto the photos of the buyer. For those paying attention to what is happening in the fashion industry, it was this sale that made many rethink what is valuable in fashion.
A new cult is rising. The digital world is coming, and we are no longer bound to physical space.
—Amber Jae Slooten, co-founder, The Fabricant
In Episode 7 of Adweek’s Metaverse Marketing podcast, we will discuss what fashion could be when divorced from physics and explored only as a creative expression, how direct-to-avatar might just be the next direct-to-consumer and—perhaps the most important question of all—what will you wear in the metaverse?
You can listen to the episode below or listen and subscribe to the show on Apple Podcasts, Spotify or wherever you get your podcasts.
