Meta partners with DressX to sell digital outfits for avatars

Meta will start selling outfits from digital fashion maker DressX on its avatar marketplace under a newly signed partnership.

A collection of DressX’s 3D outfits will be sold within Meta’s Avatar Store. Users can wear them across Meta’s platforms including Instagram, Facebook and Messenger, and potentially the VR headset Quest 2 in the future. The digital-only DressX will join luxury brands including Balenciaga, Prada and Thom Browne to offer items on Meta’s Avatar Store.

The avatar marketplace was launched in the US, Canada, Thailand and Mexico in June, and will be expanded to other countries in due course.

DressX is offering a variety of styles, including a fitted mini dress and a DressX-branded sweatsuit. The avatar outfits, which are sold as complete looks, cost from US$2.99 to US$8.99 at launch. It also has plans to launch new items on a monthly basis.

“The opportunity of the scale that we can achieve with Meta is great,” says DressX co-founder Daria Shapovalova. “For us, it is a little victory because when we started, there was nothing [for digital fashion]. The goal is to make it easier to wear digital fashion.”

Launched in 2020, DressX offers digital-only collections from brands and 3D designers. It has collaborated with the likes of Fendi and Balenciaga and recently worked with fashion designer Jason Wu to digitise and auction Michelle Obama’s 2009 Inaugural Ball gown.

Meta rolled out its upgraded 3D avatars at the start of this year as part of an ongoing push into the metaverse.