These items included digital iterations of eyewear, perfume bottles, hats and bags – all of which cost roughly US$5. However, as these were only available for a limited period of time, their resale value quickly skyrocketed.

The two-week event acted as a virtual accompaniment to the Italian luxury leader’s multimedia touring exhibition Gucci Garden Archetype, which is currently on show at the Shanghai Exhibition Center until August 2021.

By 2025, the revenue from virtual worlds is predicted to approach US$400 billion. For those that are questioning the sudden rise in demand for virtual fashion, the real question is: why has it taken this long? 

For decades the ability to dress avatars has existed; Roblox is 15 years old and one of many such gaming “metaverse” platforms. Meanwhile, the desire to show off designer names is as real online as it is in daily life; why would it not be? Clothing choices are an integral part of our identity – online or off. 

Luxury has always been a virtual tool by which we augment ourselves. Labels operate as powerful signifiers; design transcends function

And in a very real sense, luxury has always been a virtual tool by which we augment ourselves. Labels operate as powerful signifiers; design transcends function. Anyone who finds the idea of a virtual accessory strange should take a look in their own wardrobe. After all, when was luxury ever just about utility? 

This was Gucci’s attempt to be more inclusive and accessible, said CMO Robert Triefus as per TechCrunch. But while it is true that now thousands of Roblox users have the house’s virtual accessories, demand dictates that despite the intent, digital fashion might not be any more democratic than in real life.

It’s taken luxury a surprisingly long time to wake up to the possibilities of the sector. Presumably, this will now change – especially if consumers are willing to pay eye-watering prices for designs that brands don’t even need to manufacture physically. 

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