Zara enters the metaverse with South Korean fashion brand Ader Error

Updated: Jan 27

Zara became the latest fashion brand to throw itself into the digital world. The flagship brand Zara has entered the metaverse space in a collaboration with South Korean fashion brand — Ader Error.

Spanish retailer of the Inditex Group has partnered with Ader Error to launch the AZ Collection, a project that both parties claim to reflect on the ability of language to communicate ideas, give rise to other ways of thinking, and create new cultures.

According to the news, both firms aim to redefine a new generation based on the essence of individuals developed through personal experiences in both the real world and the virtual one, forming what they call “Generation AZ”.

Note that the name, AZ, corresponds to the names of the 2 collaborators. Based on the press release, the duo is connected to bringing new ideas, philosophies, and live cultures, each of which strives to collide the two identities of the brands.

As the AZ collection is available both online and at selected stores in South Korea, Spain, Germany, Denmark, the Netherlands, France, Italy, the US, and more, it will also be extended into the metaverse via the social media platform, Zepeto.

Note that Zepeto has previously launched Gucci and Ralph Lauren virtual collections designed for users’ avatars. Moreover, this new partnership marks the first step into the new virtual world for Zara and will let Zepeto users buy clothes from the line, and virtual make-up, from the Ader Error x Zara store.