Warner Music Group announced In December a collaboration and investment in DRESSX, the world’s leading digital fashion marketplace. This partnership will offer WMG artists an opportunity to design their own virtual clothing lines to be used in various applications including The Metaverse.
In the agreement, artists will collaborate directly with DRESSX to design and launch 3D and AR virtual clothing that fans can collect and enjoy across Instagram, Snapchat, and other platform partners. This deal will not only provide artists with the opportunity to generate more income but also give fans an exciting new way of expressing their passion for those artists through multiple digital channels.
Oana Ruxandra, Chief Digital Officer & EVP, Business Development, WMG 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. 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.”
“We are extremely proud to partner with Warner Music Group and their incredible artists to continue building and scaling the DRESSX meta-closet vision for the future. 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 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,” commented Daria Shapovalova and Natalia Modenova, co-founders of DRESSX.
Since its launch in August 2020, DRESSX has quickly established itself as the largest digital-only fashion platform with an expansive library of over 3,000 items. The company also introduced the most comprehensive augmented reality (AR) fashion app to date. DRESSX has been making waves in the digital fashion world, partnering with top tech, fashion, and lifestyle companies like Roblox, Meta, Snapchat, Google, Coca-Cola and FARFETCH. This brings DRESSX’s expertise to WMG’s ever-growing list of Web3 collaborations.
DRESSX has also shown a dedication to sustainable fashion. Committed to its pledge of maintaining sustainability, DRESSX has invested in ‘science based evaluation’ of the carbon footprint left by its digital fashion pieces. The company has been a trailblazer in the development of an innovative carbon calculation methodology for digital fashion, and is now proposing to patent this method which has already been validated by The Carbon Accounting Company.