In Brief
Spanish brand Springfield launches its first virtual clothing collection
Roblox and Decentraland users can dress their avatars with the brand’s items through December 18
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Tendam’s Spanish fashion brand Springfield introduces its first metaverse collection. The initiative was developed in partnership with metaverse experiences company Playoffnations and metaverse consulting and development agency AlterHeaven.
Dubbed “Metacollection,” it is available on both Roblox and Decentraland through December 18. Notably, Roblox players can purchase and wear the digital garments in-game only, while Decentraland users can buy the items on the platform and dress their avatars in other virtual spaces.
Springfield’s “Metacollection” includes digital clothing that was created based on the existing IRL looks of the brand. So, gaming fans will now have a chance to dress their avatars in “normal” daily clothing. The move is unusual, as most fashion brands tend to develop creative cyber-inspired looks when it comes to the metaverse.
“Fashion is a way of expressing one’s personality and as in the physical world, everyone will be able to choose their own unique avatar in the metaverse. The avatar itself is fashion, a digital expression of your personality and how you want others to perceive you,”
says the marketing and communications director at Springfield, Rosario Treviño.
This year, several mass-market Spanish brands released their metaverse-themed collections. Amancio Ortega’s Zara created a capsule for the South Korean virtual world Zepeto. In addition, the brand showcases its metaverse “Y2K” collection on the official website. Isak Andic’s brand Mango created an NFT collection. Inditex’s Stradivarius dropped a collection of low-cost virtual items on its app, following Pull&Bear’s surfing game in VR.
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