The Wall Street Journal: Fashion in the Metaverse: What Avatars Are Wearing


Natalia Modenova and Daria Shapovalova, co-founders of digital fashion retailer DressX, believe style is genuinely important—even in a virtual world

Natalia Modenova and Daria Shapovalova want to help you get dressed—for the metaverse.

In 2020 the two founded DressX, an online retailer that sells digital fashion for avatars and images. Since then they launched a special collection in collaboration with Coca-Cola. In July, DressX became the first digital-only fashion company to provide apparel for Meta‘s new avatar-fashion marketplace, alongside luxury brands like Prada and Balenciaga.

Fashion pieces from DressX—creations that are often futuristic, conceptual, or structural in a way that would make physical versions impossible for humans to don—are applied to a digital photo of the buyer or on avatars in the metaverse and platforms like Roblox. Pieces range in price from a $5 bucket hat adorned with pink blooms to a $1,500 intergalactic-theme gown. The online retailer offers both original DressX designs and designer brand pieces.

“For us, partnering with Meta is one more argument towards digital fashion being relevant now,” said Ms. Shapovalova, a 15-year veteran of the fashion industry who launched the Kiev Fashion Institute in Ukraine. With Ms. Modenova, who was previously chief operating officer of the fashion show Mercedes-Benz Kiev Fashion Days, she founded Fashion Tech Summit, an international conference that focused on bridging fashion and technology.

The DressX co-founders spoke with The Wall Street Journal recently about making digital fashion accessible, helping traditional brands enter the metaverse and why they hope every digital device on the planet will one day include a DressX closet.

Read more vis The Wall Streat Journal

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