On April 28, luxury house of DIOR launched its first-ever metaverse exhibition in China, “On the Road,” in partnership with Meta Media Holdings, the parent company of the fashion magazine iWeekly. The maison showcased its Fall 2022 menswear collection through an interactive experience in the “Meta Ziwu” virtual space created by Ma Yansong: a well-known Chinese architect and founder of MAD Architects. It’s hosted on the Baidu metaverse social app XiRang.
Being associated with one of the hottest buzzwords is a matter of staying relevant to today’s young and distracted consumers. As such, many luxury brands have been testing the waters in the virtual world. From Etro to Dolce & Gabbana and Giuseppe Zanotti, they are lining up to partner with Western platforms
Dior is already well versed in the ways of Web3. In July 2021, Dior teamed up with the avatar app ZEPETO to create digital makeup looks, and later in September it collaborated with the metaverse platform Ready Player Me to promote its fragrance. As China builds its own parallel metaverse ecosystem, there is little doubt that the pioneering firm will want to stake its claim here.
With the metaverse gaining momentum in the mainland and many local youths stuck at home in lockdown, this is the perfect time to reach this demographic. Dior has paved the way, and now more international and domestic players are expected to unlock meta-experiences here. Businesses must actively keep an eye on the government’s regulations.
Dior first-ever metaverse fashion show in China, with Baidu’s metaverse app XiRang
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