Business News Report
December 16, 2022

DressX partners with Warner Music Group to create virtual merchandise

In Brief

DressX partners with Warner Music Group to develop virtual merchandise aimed at music fans

WMG will also invest an undisclosed amount in DressX

Digital fashion multi-brand platform DressX has inked a deal with the entertainment giant Warner Music Group. The companies plan to release virtual merchandise aimed at music fans. 

According to a statement, DressX will develop digital merch in collaboration with WMG’s artists. The virtual fashion lines will include 3D and augmented reality sweatshirts and t-shirts for fans to collect and share via Snapchat and Instagram. 

DressX

Oana Ruxandra, the chief digital officer at WMG, believes that virtual merch is the future of digital fashion, as music enthusiasts wish to represent both their physical and digital selves. Luckily, Warner Music Group and its subsidiary companies represent many major artists: Coldplay, Madonna, Dua Lipa, and Cardi B, to name just a few. However, the companies have not shared details or celebrities to be featured in the upcoming drops. 

“Digital merch and swag from musicians will definitely be a part of the digital wardrobes of fans, 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 tech,”

said DressX founders Natalia Modenova and Daria Shapovalova.

In addition to the partnership, Warner Music Group will invest an undisclosed amount in DressX.

WMG continues introducing web3 projects. Earlier this month, the company partnered with Polygon blockchain and LGND Music to develop “Virtual Vinyl” NFTs. In September, it announced the collaboration with NFT marketplace OpenSea to expand web3 opportunities for artists and their fans. 

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About The Author

Valeria is a reporter for Metaverse Post. She focuses on fundraises, AI, metaverse, digital fashion, NFTs, and everything web3-related. Valeria has a Master’s degree in Public Communications and is getting her second Major in International Business Management. She dedicates her free time to photography and fashion styling. At the age of 13, Valeria created her first fashion-focused blog, which developed her passion for journalism and style. She is based in northern Italy and often works remotely from different European cities. You can contact her at [email protected]

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Valeria Goncharenko
Valeria Goncharenko

Valeria is a reporter for Metaverse Post. She focuses on fundraises, AI, metaverse, digital fashion, NFTs, and everything web3-related. Valeria has a Master’s degree in Public Communications and is getting her second Major in International Business Management. She dedicates her free time to photography and fashion styling. At the age of 13, Valeria created her first fashion-focused blog, which developed her passion for journalism and style. She is based in northern Italy and often works remotely from different European cities. You can contact her at [email protected]

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