AMI PARIS JOINS THE METAVERSE TREND BY LAUNCHING A VIRTUAL BOUTIQUE ON ZEPETO, ALLOWING GEN Z TO EXPLORE A DIGITAL MONTMARTRE AND SHOP FOR THE LATEST DIGITAL WEARABLES FROM THE SPRING-SUMMER 2023 COLLECTION.
AMI Paris is making waves in the fashion world once again with their latest foray into the metaverse. The brand has opened a virtual boutique on the Zepeto metaverse, a Korean app that has captured the hearts of Gen Z. By creating its own universe on the platform, AMI Paris is solidifying its position in the metaverse.
The virtual store is located in Montmartre, Paris and sells digital versions of the brand’s clothing. Zepeto, which was created by the South Korean group Naver in 2018, has become the largest metaverse platform in Asia and is particularly popular with luxury brands that want to reach younger audiences. After Gucci, Dior, Ralph Lauren, Louboutin, and Bulgari, it’s AMI’s turn to join the platform.
Once you create your avatar, you will be transported to Montmartre, where you can explore the beautiful setting that represents the spirit of the AMI Paris brand. The idyllic surroundings include small bistros, such as the famous “Au bon Ami” cafรฉ, the Morris columns, and the Art Nouveau entrance to the metro in wrought iron.
A visit to the virtual boutique is a must, where you can purchase the brand’s first “wearables”, i.e. digital garments that correspond to physical pieces from the spring-summer 2023 collection unveiled at last year’s Montmartre show. Accessories include a heart-shaped balloon with the AMI logo and nail polish with the brand’s logo. Payments are made in Zem, the virtual currency used on the app.
AMI Paris has also dedicated a page on its website to this new initiative, where you can find the same clothes for sale in real life, with the respective image of their digital version worn by avatars.
The AMI metaverse on Zepeto was launched on April 14 and had nearly 500,000 visitors just four days later.
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