Fast fashion giant Zara has partnered Ader Error to be present in the South Korean metaverse Zepeto. Avatars don’t spend their entire lives strutting their stuff in jogging suits and Gucci sneakers. They are entitled to fast fashion outfits too. So users of the app can now buy virtual clothes and makeup for their avatars in the Ader Error X Zara store. The designs reflect the lifestyle of people whose personalities are shaped by their simultaneous experiences in the real world and the virtual one, demonstrating the new persona dreamt up by both brands.

South Korean metaverse Zepeto counts numerous partnerships with players in fashion and cosmetics, including Louboutin, Ralph Lauren, Gucci, Nars, and Dior Beauty and with many celebrities such as Selena Gomez and the group Blackpink.

The concept of the metaverse may still be somewhat vague for many men and women around the world, but it's becoming harder to ignore this new world that is finding favor in many sectors, starting with fashion and beauty. The luxury industry is currently dividing its priorities between sustainabie and digital initiatives, and it could soon be a key player in these new worlds. Many brands, including Gucci, Balenciaga and Ralph Lauren, have already experimented with them, creating capsule lines and collections specifically designed for people’s virtual counterparts.