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December 19, 2022
Warner Music Group (WMG) has partnered with and invested in DRESSX, a digital fashion retailer with a commitment to sustainable fashion. The partnership will provide a platform for select WMG artists to design their own virtual fashion lines.
In the agreement, artists will work together with DRESSX to design and launch 3D and AR virtual clothing that fans can collect and post across Instagram, Snapchat and other platform partners. The deal will enable artists to unlock new revenue streams, while creating additional outlets for fans to showcase their fandom across multiple digital worlds.
“The representation of our future digital selves will be as important and, if you're measuring by sheer volume of interactions, maybe more important than how we represent ourselves physically,” says Oana Ruxandra, chief digital officer, executive vice president, business development, WMG. “As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that will enable WMG and our artists. With its leadership in wearables and sustainability, DRESSX is exactly the type of partner we need sprinting alongside us as we build for the future.”
Since its launch in August 2020, DRESSX has become the largest platform for digital-only fashion, with more than 3,000 digital items available in the DRESSX library, and launched the largest AR fashion app on the market. DRESSX has partnered with numerous leading tech, fashion and lifestyle companies, including Meta, “Roblox,” Snapchat, Google, Coca-Cola, Farfetch and more. The company's expertise in the digital fashion space cements its place among WMG's growing number of Web3 collaborations.
“We are extremely proud to partner with Warner Music Group and their incredible artists to continue building and scaling the DRESSX meta-closet vision for the future,” says Daria Shapovalova and Natalia Modenova, co-founders, DRESSX, in a joint statement. “Digital fashion is a visual language for communicating and creating bonds online, and at DRESSX we use technology to provide the utility for digital wearables using augmented reality, machine learning, and blockchain. Digital merch and swag from musicians will be a part of the digital wardrobes of fans, and it's great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry at a scale. Every day, we are getting closer to our aim of giving a meta-closet to every person in the world, making fashion accessible to everyone through innovation and tech.”
Read more about:Warner Music Group
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