On Thursday, Warner Music Group announced a fresh investment in DressX as well as a partnership with the online clothing retailer that will allow some of the music label’s artists to create their virtual clothing lines.
As a result of the collaboration, WMG artists will have direct access to DressX to design and release 3D and augmented reality (AR) virtual clothes that users can collect and share on Instagram, Snapchat, and other platform partners.
According to a press release, the agreement would also give artists access to new income sources and give fans more opportunities to show off their support across many digital worlds.
“The representation of our future digital selves will be as important and, if you’re measuring by the sheer volume of interactions, maybe more important than how we represent ourselves physically,” said Oana Ruxandra, chief digital officer, and EVP, 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.”
Geeky Nigeria reports that the largest AR fashion app on the market, DressX was introduced in 2020 by Daria Shapovalova and Natalia Modenova. It has since grown to be the largest platform for digital-only fashion, offering more than 3,000 digital goods in the DressX library.
Speaking of collaboration, DressX expressed delight to be in partnership with Warner Music Group.
“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,” said Daria Shapovalova and Natalia Modenova, co-founders of DressX.
“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,” added DressX partners.
DressX has formed partnerships over the past two years with numerous top tech, fashion, and lifestyle businesses, including Meta, Roblox, Snapchat, Google, Coca-Cola, Farfetch, and others.
For the most recent launch of its “Digital Going Out” holiday collection, which consists of four digital goods, DressX teamed up once again with Inditex-owned brand Bershka.