DressX, a digital fashion retailer and Warner Music Group (WMG) launched a partnership.
By this, a number of artists will be linked with the entertainment company to develop their own virtual fashion lines.
The company will use the deal to introduce 3D and augmented reality (AR) clothing collections by its artists, whose music includes Coldplay, Jack Harlow, and Lizzo.
In addition to being aimed at fans who use Instagram and Snapchat among other social media platforms, WMG highlighted that the agreement will also give its artists access to additional revenue sources.
Oana Ruxandra, Chief Digital Officer and EVP, business development at WMG, said, “The representation of our future digital selves will be as important and, if you’re measuring by sheer volume of interactions, maybe more important than how we represent ourselves physically.”
As their digital identities become exponentially more robust and impactful, they are focused on building partnerships that will enable WMG and our artists. With its leadership in wearables and sustainability, DressX is exactly the type of partner we need sprinting alongside us as we build for the future.”
With over 3,000 items available via its library and app, DressX has grown to be one of the biggest digital fashion platforms since its start in 2020.
The platform has collaborated with brands like H&M, Farfetch, and Dundas to create digital fashion collections that can be used on websites for online shopping, social networking, and virtual worlds like Roblox.
DressX co-founders Daria Shapovalova and Natalia Modenova discussed the cooperation with WMG in a joint statement, saying that with WMG’s help, the business hopes to scale its “meta-closet concept” going forward.
Besides, digital fashion is a visual language for communicating and creating bonds online, and at DressX we use technology to provide the utility for digital wearables using augmented reality, machine learning and blockchain.
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, DressX added.