In Brief
Zara launches a metaverse-ready collection in partnership with Zepeto
Dedicated to Valentine’s Day, the drop includes 9 avatars and 22 accessories.
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Inditex’s fast fashion brand Zara launches a metaverse-ready collection dedicated to Valentine’s Day. Dubbed “Valentine’s Tale,” the collection features nine avatars and 22 digital items: earrings, rings, necklaces, bags, nail and body stickers, a teddy bear-turned-handbag, and other accessories.
The brand got inspiration from baroque paintings, the manga universe, pixels, 3D, and the 1940s for this release. Such a courageous fusion of styles can look great in the metaverse and, surprisingly, in real life as well.
Notably, the items are available in IRL stores and on the South Korean metaverse platform Zepeto. Zara also released a set of digital accessories exclusively for the virtual world. For instance, players can find a special wallpaper style, a floor, and a photo booth, where they can take pictures of their avatars.
This is Zara’s fourth virtual fashion release launched in partnership with Zepeto. In December 2021, the company dropped items in collaboration with the South Korean company Ader Error. In April 2022, the brand created its metaverse collection dubbed “Lime Glam.” Following this, in September 2022, Zara launched its phygital Y2K creatures campaign, which was also available in stores and Zepeto.
The Spanish fashion giant is not the only company to release a web3-focused Valentine’s Day initiative. Mexican soda brand Jarritos partnered with Jeremy Fall’s web3 project Probably Nothing to drop Valentine’s Day NFTs, while beauty brand NARS tapped Boss Beauties to celebrate “Galentine’s” Day with free NFTs.
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