Balenciaga, Prada, and Thom Browne are some of the first fashion brands that are selling digital fashion in a new meta-created avatar store where people can buy digital clothes for their avatar to wear on Facebook, Instagram, and messenger. Consumers would be able to style their avatars from a clothing range starting from $2.99 to $8.99. With fashion brands foraying into the metaverse, more and more consumers want to customise their avatars, which opens considerable opportunities for tech companies that supply customisable avatars. Apple unveiled Memoji in 2019 and Snapchat acquired Bitmoji in 2016 and partnered with brands including Ralph Lauren and Converse. Genies raised $150 million after adding tools for brands to create wearable fashion items as NFTs. Meanwhile, Ready Player Me, a cross-app avatar platform, has partnered with Dior, likes of Adidas, and New Balance. The research from the institute of digital fashion revealed that consumers want to customise their avatars to reflect their identity, representing their physical appearances and the aesthetic sense of styling. This gives brands an opportunity to sell digital assets to consumers across multiple platforms and scenarios.

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