A $4,115 Virtual Gucci Bag Sale Is a Sign Digital Fashion Is a Trend.

  • A digital Gucci bag marketed for all-around $4,115 on Roblox — about $500 extra than the physical bag prices.
  • The sale is component of a much larger and escalating craze: digital manner. 
  • From hundreds of thousands in venture funding to significant labels likely digital, digital trend is a house to enjoy.
  • See a lot more stories on Insider’s company webpage.

What is a $4,000 Gucci purse made of? 

Pixels, naturally. 

Final week, another person put in 350,000 Robux, the forex used on the preferred online gaming system Roblox, on a digital Gucci shoulder bag. In the physical earth, that converts to $4,115 — in actual everyday living, the exact Gucci bag goes for all-around $3,400. 

The bag, a gentle brown shade adorned with a huge bee, was sold at a Gucci-sponsored celebration on Roblox. Whilst Gucci at first sold the bag for 380 Robux (about $6), it became a incredibly hot commodity on the secondary current market, where by Roblox consumers can resell their goods to just one a different at any rate they want. Considering that the Gucci purse was “minimal,” indicating it would no for a longer period be bought right after inventory ran out, players marked up the value by great margins. 

“This Roblox purse is not an NFT and thus has no benefit/use/transferability outside the Roblox world — but it can be really worth additional than the bodily one particular,” trader Alexis Ohanian tweeted. “Watch this space.” 


It really is a indicator of what some investors have lengthy-predicted: The foreseeable future of manner could be electronic. 

Firms like The Dematerialised and RTFKT Studios, market anything from outfits for electronic avatars to outfits you can edit around shots and movies. For startup XR Couture, you decide your favored products from their retail outlet and mail in a photo of your self. They mail you back the same picture, but with an Instagram-ready outfit edited above your former clothes.

It can be tough to conceive paying out countless numbers on outfits you are not able to physically use, but people’s life are shifting ever more to virtual spaces — a single VC advised some self-importance will inevitably stick to. 

“People today are engaging across additional and extra digital platforms,” Mark Batsiyan, a partner at Influenced Cash, reported. “The bigger existence buyers have on these platforms, the far more they begin to contemplate their personal visual appearance although they are online.” 

Virtual fashion goes hand-in-hand with the latest crypto craze, non-fungible tokens. NFTs use blockchain technologies to generate one of a kind, immutable files. A lot of virtual fashion providers, like The Dematerialised, make its dresses into NFTs as a way to create scarcity and retain the worth of the manufacturers. 

VCs are just beginning to deliver sizeable funding for these businesses. Batsiyan reported his company is at this time searching at numerous virtual manner startups, when Andreessen Horowitz not too long ago led an $8 million seed round for RTFKT Studios, which sells digital sneakers. 

Karinna Nobbs, cofounder of virtual fashion corporation The Dematerialised, credited the pandemic for the unexpected desire in digital attire. Due to the fact most brand names had been forced to offer digitally, and shoppers largely socialized on the net, she said there was a large “penny dropping moment.” Extra men and women than at any time before quickly comprehended how important the digital environment was. 

Legacy brands, in specific, have began to show eager curiosity in the place. Batsiyan stated his business is specifically concentrating on corporations that can “establish model interactions with important trend and system companions,” like Gucci’s Roblox occasion, Balenciaga crafting its own movie activity, or RTFKT Studios partnering with Atari for a sneaker collaboration. 

Nobbs reported digital manner “provides limitless probable for new aesthetics and encounters.” The digital Gucci bag, for instance, was marketed inside a sprawling “Gucci Garden,” a maze of flashing lights and scattered daisies on Roblox.

Digital style is just not just for players or crypto natives any more: Providers outside of the “metaverse” (a phrase for a shared virtual earth) are paying out major interest to electronic makes, though shoppers are shelling out massive cash on digital merchandise.

As RTFKT Studios wrote in an e mail to Insider, its clothing areten instances far more costly than Gucci on the metaverse” —  followed by a smiley experience.