Cosa indosseresti se potessi scegliere in un guardaroba infinito? Le scelte di look nel Metaverso

Abstract

In October 2019, at the launch of what was supposed to become the Metaverse of Meta, Mark Zuckerberg appeared dressed in a pair of black jeans, a blue long-sleeved shirt, and a pair of white sneakers. A usual look for Zuckerberg, but the peculiarity was that the owner of Meta showed up in the virtual world and, although he could wear any type of clothing, he preferred to appear in his typical look in the Metaverse as well.

If the choice of Zuckerberg was also linked to recognizability and marketing needs, what are the criteria that lead users to choose the clothes to wear in the Metaverse?

What would you wear if you could choose from an infinite wardrobe? This is the question underlying the present study that is about the clothing choices of avatars in the Metaverse. On the various platforms, the users of the Metaverse have more or less infinite possibilities in choosing the clothes to wear (in some cases, the only limit is the available budget): in addition to using the clothes already in the archives, they can not only buy new ones, but also modify their own clothes or design new ones. The aim of this analysis is to investigate these choices.

By analyzing the clothes used on the main platforms, the research aims to highlight similarities and differences between virtual fashion and real fashion and understand the tastes and aesthetic sense that are developing in the Metaverse.