Fashion brands rush into the metaverse with 3D scanning and virtual worlds
Dimension Studio, a London-based startup, uses 106 cameras to volumetrically scan people for 3D acquisition, enabling fashion brands to create virtual experiences. The studio gained prominence in December 2020 by producing Balenciaga's 'Afterworld' game, which captured an entire real-life collection for a virtual experience. It has since worked with London Fashion Week, H&M for Simone Rocha, and current projects include Jean-Paul Gaultier and Charlotte Tilbury. The studio also created a mixed-reality experience at the V&A Museum featuring a dancer. Major brands like Louis Vuitton, Gucci, Vans, Stella McCartney, Valentino, and Marc Jacobs have entered virtual worlds such as Roblox and Animal Crossing. Balenciaga launched a second collaboration with Fortnite, offering four purchasable skins, accessories, and a virtual store, plus limited-edition physical merchandise. The initiative follows Fortnite's 2020 Travis Scott concert, which drew 45 million simultaneous viewers. Fortnite has 400 million global users. Balenciaga skipped recent Fashion Weeks, signaling metaverse engagement as a strategic pillar. The brand is owned by Kering, which also controls Gucci, Bottega Veneta, Saint Laurent, and Alexander McQueen.
Key facts
- Dimension Studio uses 106 cameras for volumetric 3D scanning at Wimbledon, London.
- The studio produced Balenciaga's 'Afterworld' game in December 2020.
- Dimension Studio worked with London Fashion Week and H&M for Simone Rocha.
- Current projects include Jean-Paul Gaultier and Charlotte Tilbury.
- A mixed-reality experience at the V&A Museum featured a dancer.
- Louis Vuitton collaborated with League of Legends in 2019.
- Gucci sold the Dionysus bag on Roblox in May 2021.
- Roblox has 46 million daily active users.
- Vans created branded worlds on Roblox with a skatepark and interactive store.
- Stella McCartney sold tote bags and heart-shaped sunglasses on Roblox.
- Valentino and Marc Jacobs worked with Animal Crossing.
- Balenciaga's second Fortnite collaboration includes four skins, accessories, and a virtual store.
- Limited-edition 'Balenciaga x Fortnite' merchandise is sold in stores and online.
- Travis Scott's 2020 Fortnite concert had 45 million simultaneous viewers.
- Fortnite has 400 million global users.
- Balenciaga skipped recent Fashion Weeks, focusing on the metaverse.
- Balenciaga is owned by Kering.
Entities
Artists
- Demna Gvasalia
- Travis Scott
Institutions
- Dimension Studio
- Balenciaga
- London Fashion Week
- H&M
- Simone Rocha
- Jean-Paul Gaultier
- Charlotte Tilbury
- V&A Museum
- Louis Vuitton
- League of Legends
- Gucci
- Roblox
- Vans
- Stella McCartney
- Valentino
- Marc Jacobs
- Animal Crossing
- Fortnite
- Epic Games
- NFL
- NBA
- Marvel
- Walt Disney
- Kering
- Bottega Veneta
- Saint Laurent
- Alexander McQueen
- Artribune
Locations
- London
- United Kingdom
- Wimbledon
- Londra