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Bershka launches digital holiday collection with DressX
The young fashion brand has presented its first digital-only collection. After joining forces with Smiley earlier this year for a virtual spring/summer collection, Bershka has once again teamed up with virtual fashion specialist DressX to launch a holiday collection targeting Gen-Z customers.
Entitled 'Digital Going Out', the line is part of the brand's party collection launched at the end of last year 'Going Out', and consists of four digital items including a chunky chain necklace, a silver mini dress, an oversized electric blue coat and a metallic balloon dress. These augmented reality items are available exclusively on the DressX app and can be tried on for free.
"DressX is proud to introduce our new collaborative project with Bershka, pushing the boundaries of what is possible in the fashion industry," said the virtual fashion company's founders, Daria Shapovalova and Natalia Modenova. "Launching just in time for the festive season, DressX and Bershka offer the easiest way to get dressed up for the celebration on social media, get creative with photos, videos and cards, and get ready for the holidays in the metaverse," they added.
This is not the first time a brand owned by the Spanish group has ventured into the metaverse. Several Inditex brands have taken their first foray into the digital fashion arena this year; from Pull&Bear's virtual world created for Madrid's Scrapworld festival, to the launch of Stradivarius's virtual line.
The conglomerate's flagship brand, Zara, similarly pursued its digital journey with the launch of a "Meta Collection," after landing in the metaverse in December 2021 in partnership with the Zepeto platform.
Co-founded by Ukrainian entrepreneurs Shapovalova and Modenova in Los Angeles, DressX is a company specialising in digital and augmented reality clothing as well as NFT fashion items. In addition to its recent partnership with Bershka, the company has also collaborated in the past with leading names in fashion such as Burberry, Off-White and Palm Angels and was among the LVMH Innovation Award 2022 finalists in the 3D/Virtual Product Experience and Metaverse category.
Founded in 1998 and boasting a network of 971 points of sale across 73 markets, as well as an online presence in more than 200 countries, Bershka forms part of the Inditex group's brand portfolio, along with Zara, Massimo Dutti, Pull&Bear, Stradivarius, Oysho, Zara Home and Lefties. In the first half of its current fiscal year, ending July 31, 2022, the group achieved a turnover of 14.8 billion euros, up 25% compared to the same period last year.
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