Dior has organized an exhibition in China that sees the iconic French fashion house enter the metaverse. As reported by NFT Evening, the interactive experience is titled On the Road and showcases the Fall 2022 menswear collection. Viewers are able to enter a virtual space in the social app Xi Rang that houses the new clothing line.
Xi Rang was developed by Chinese search engine giant Baidu. Dior has explored a number of metaverse opportunities. Last year the brand worked with the avatar app ZEPETO to create digital makeup looks. Also last year Dior collaborated with the metaverse platform Ready Player Me to promote its fragrance.
The exhibition was made in partnership with iWeekly’s parent company Meta Media Holdings. This is one of many recent exciting moves into the metaverse and digital fashion by Asian companies.