Record and entertainment label Warner Music Group announced its new partnership with DressX, a digital fashion retailer with the largest digital closet that creates digital fashion wearables both on and off the blockchain. The partnership with DressX came after a series of alliances that WMG signed with startups in the Web3 space. This unique partnership will enable WMG artists to design their own virtual fashion lines for their fans to portray in Metaverse.
The artists will be directly involved with DressX to create and license digital 3D and AR virtual clothing, such as digital concert T-shirts and sweatshirts. These clothing will be available to share on social media platforms, including Instagram and Snapchat.
We still don’t know which WMG artists will be selected, but the label includes big names from different genres, like Lizzo, Madonna, Coldplay, Ed Sheeran, Dua Lipa, and Red Hot Chili Peppers.
As part of their agreement, WMG will also invest in DressX an amount that has not been disclosed. The investment will expand DressX’s previously raised funds of $3.3 million.
Oana Ruxandra, the chief digital officer & EVP in Business Development at WMG, stated:
“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. 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.”
The statement of Ruxandra is supported by the sentences of the co-founders of DressX Daria Shapovalova and Natalia Modenova:
“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. 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 definitely 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.”
DressX launched in August 2020, and the company had become the largest platform for digital fashion by holding more than 3,000 digital items in its library. Furthermore, it launched the largest AR fashion app in the market and partnered with several leading tech, fashion, and lifestyle juggernauts, such as Meta, Roblox, Snapchat, Google, Coca-Cola, FARFETCH, and more.
As means for a better and greener future, companies globally have been trying to reduce their carbon footprint and promote sustainable products and services. DressX is one of those companies, committed to sustainable fashion which provides consumers with the chance to showcase their digital style carbon-free. In fact, the company, in accordance with The Carbon Accounting Company, has developed a carbon calculation methodology for its digital fashion. DressX has also been Flow Carbon’s partner since June 2021 to nullify the carbon emission from its operational activities, making the company carbon neutral.
WMG has been investing greatly in its effort to breach the Web3 space. Just last October, the label company teamed up with OpenSea to build and extend its artists’ fanbases into the Web3 community and made plans to release music NFTs through the upcoming LGND platform on Polygon.