Fashion Landscapes in the Metaverse. Strategies and approaches in the “physical”, social, and cultural interplay between fashion brand and digital universes

For the fashion industry, the Metaverse, with its range of new landscapes and imaginaries embedded in a constellation of highly creative and interactive digital environments, constitutes an opportunity for experimentation within territories that are still partially unexplored and profoundly open to innovation. Based on an interpretative framework rooted in the analysis of emblematic cases, the article investigates which approaches fashion brands are adopting in building new worlds and relational models in the Metaverse, exploiting the potential of NFTs, gaming and digital fashion to craft augmented and meaningful cultural and semantic systems among spaces, products, and user communities.