Warner Music Group - American entertainment and record label is continuing to grow its metaverse strategy, going by it's most recent partnership and investment in DressX - which is a digital fashion retailer.
In the agreement, artists in Warner Music will be able to work directly with DressX to design and launch a 3D and AR virtual dress. Which can be obtained or accessed by their fans via social media channels, like Snapchat, Instagram and other partners.
Oana Ruxandra, WMG’s Chief Digital Officer & EVP of Business Development, said, “The representation of our future digital selves will be as important and, if you’re measuring by the sheer volume of interactions, maybe more important than how we represent ourselves physically. As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that will enable WMG and our artists.”
DressX has also recently partnered with Meta (formerly Facebook), and has began selling clothes in the Mark Zuckerberg - led company's Avatar store. This was the first time ever, a digital fashion company got the opportunity to partner with the social media top company, alongside well known labels, such as Balenciaga, Thom Browne, and Prada.