Warner Music Group (WMG) has announced a partnership with digital apparel retailer DRESSX. The global entertainment and record label conglomerate said it has also invested in the Los Angeles-based 3D technology company.
According to the announcement, Warner Music Group will select a select group of artists to offer 3D and AR virtual clothing lines to their fans.
The first-of-its-kind partnership will provide a platform for select WMG artists to design their own virtual fashion lines.
Stay tuned for more announcements coming soon 🚀 pic.twitter.com/FHrHkQtrgI
— DRESSX (@dressxcom) December 15, 2022
WMG and DRESSX
In this partnership with DRESSX, WMG will allow artists to design their own virtual fashion lines, which fans can collect and use on various platforms, such as Instagram and Snapchat.
Oana Ruxandra, Chief Digital Officer and Executive Vice President of Business Development at WMG, commented on the partnership, “The representation of our future digital selves will be just as important and, if measured by volume of interactions, perhaps more important than how we represent ourselves physically. As our digital identities become exponentially more robust and impactful, we are focused on creating partnerships that benefit WMG and our artists.” With their leadership in wearables and sustainability, DRESSX is exactly the kind of partner we need to sprint alongside us as we build the future.”
For their part, Daria Shapovalova and Natalia Modenova, co-founders of DRESSX, commented, “We are very proud to partner with Warner Music Group and their amazing artists to continue building and expanding DRESSX’s meta-closet vision for the future. Digital fashion is a visual language for communicating and bonding online, and at DRESSX we use technology to deliver the utility of digital wearables through augmented reality, machine learning and blockchain.”
With the rapid evolution of digital shopping into 3D virtual spaces, along with the adoption of buzzwords called metaverse and NFT, brands and celebrities want to keep their followers and customers in constant contact with their products by giving them the opportunity to showcase their collections on social media platforms.
“Digital merchandising and musicians’ swag will definitely be part of fans’ digital wardrobe, and it’s great to see more and more stakeholders believing in this new industry that is already changing the fashion sector on a large scale,” Modenova added.
Founded in 2020 by Modenova, DRESSX has grown to become the world’s largest digital-only fashion retailer, with a catalog of more than 3,000 products.
Other WMG collaborations
The company had previously collaborated with NFT eco-platform OneOf to create an NFT marketplace for music artists.
It also collaborated with the NFT game Splinterlands to bring artists to the web3 and partnered with OpenSea, the leading NFT marketplace, to enable selected artists to launch NFT drops.
WMG recent collaboration with LGND.io and Polygon to launch an NFT platform for artists called LGND Music NFT Marketplace.
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