Italian fashion brand Bulgari enters the metaverse with Zepeto; opens a virtual pop-up store

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Italian luxury fashion brand Bulgari has announced the launch of its own Metaverse, dubbed “Bulgari World.”


The fashion house has partnered with Asia’s largest Metaverse platform Zepeto to develop an exclusive Bulgari virtual world. Featuring an online pop-up store named “BVLGARI SUNSET IN JEJU,” the platform enables users to discover the brand’s 2022 Resort Collection inspired by summer skies and warm golden colors. 

Moreover, Bulgari has prepared a fun quest that lets users receive signature accessories and clothing from B.zero1, Divas’ Dream, and Serpenti collections for their avatars.

The metaverse is not the only new Bulgari location. The brand has introduced a new IRL retail shop and a café in Parnas Hotel Jeju in South Korea. 

The experience by Bulgari and Zepeto is already live. On August 31, the companies inaugurated new locations with a virtual live event hosted by the avatar of Bulgari’s global ambassador Blackpink Lisa. Zepeto visitors could enjoy the event, interact with the K-pop star’s avatar, and even take selfies. 

Zepeto’s network counts over 320 million users, which makes the platform attractive for fashion brands that aim to expand their marketing strategies into Web3. Among other fashion houses that have previously partnered with Zepeto are Florence-based Gucci, currently envisioned by a fan of innovation Alessandro Michele; American brand Ralph Lauren; and young French brand Marine Serre. 

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Valeria Goncharenko

Valeria is a writer and creator, passionate about Web3, marketing, and fashion. She dedicates her spare time to photography and art direction and has recently minted an NFT collection.

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