In the first ever Metaverse Fashion Week held in February this year, Kanye West’s Gap Engineered by Balenciaga drew inspiration from music, culture, art, and video game aesthetics to become a hot favourite. There has been a lot of chatter around how effective product launches in the metaverse actually are in augmenting sales, but if the numbers released by Edited’s global retail data are anything to go by, you know the physical and real world are converging. Micro-mini skirts inspired by Miu Miu’s viral set on female gaming avatars, were up by 56 percent, leather was up by 58 percent, and platform shoes were up by 161 percent. A whole new generation wants it all, even if it means, virtual gratification is the norm of the day. While fashion has always been at the forefront, the unlikely coming together of beauty and video games is having a moment.
Take Nintendo’s “Animal Crossing” for instance. Gucci, Givenchy, and Nars are amongst cosmetic brands that are partnering up in the metaverse. Others are not far behind. Here, we take a look at how beauty brands are thriving in this space.
The NFT project ‘Metaverse Like Us’ by Clinique brought together three make-up artists for the campaign to develop non-fungible token (NFT) makeup collection. Each artist will curate two of their own exclusive looks for non-fungible people (NFPs). Rolling out through July, August, and September, the looks will be offered to 1,968 randomly selected avatars in Daz 3D’s diverse virtual world. This includes avatars of colour, those with skin conditions like vitiligo, and disability, amongst others.
Charlotte Tilbury x Obsess
In April this year, Charlotte Tilbury collaborated with Obsess (an experiential ecommerce platform) to launch the ‘Pillow Talk Party Virtual Wonderland’—an extension of the brand’s Pillow Talk collection. How does it work? When you enter “pink paradise” you are greeted by a 3D avatar of Tilbury herself, standing in front of a sparkling interface and disco balls. You can explore the brand’s products, learn about application, interact with virtual 3D experiences, shop products, view exclusive content and make the most of social interactions with a “shop with friends” feature. Beauty bonus: livestream masterclasses with Charlotte Tilbury beauty professionals and behind-the-scenes interviews with beauty influencers.
In the metaverse launched by Givenchy, the LVMH-owned brand, hosted by gaming website, Roblox, brought together various virtual gardens to showcase the brand’s origins. Users can explore digital make-up stations, photobooths, and a swimming pool. From vending machines with Le Rouge lipstick-branded cross body bags, Givenchy-themed beauty makeovers, to Irresistible dance floor and L’Interdit forbidden station inspired by Givenchy’s two flagship fragrances, the platform celebrates a no-limit virtual paradise where players can express themselves through their avatars.
With so much going on, have you tried jumping on this virtual space wagon?