DressX partners with Warner Music Group to create virtual merchandise

Digital fashion multi-brand platform DressX has inked a deal with the entertainment giant Warner Music Group. The companies plan to release virtual merchandise aimed at music fans. 

According to a statement, DressX will develop digital merch in collaboration with WMG’s artists. The virtual fashion lines will include 3D and augmented reality sweatshirts and t-shirts for fans to collect and share via Snapchat and Instagram. 


Oana Ruxandra, the chief digital officer at WMG, believes that virtual merch is the future of digital fashion, as music enthusiasts wish to represent both their physical and digital selves. Luckily, Warner Music Group and its subsidiary companies represent many major artists: Coldplay, Madonna, Dua Lipa, and Cardi B, to name just a few. However, the companies have not shared details or celebrities to be featured in the upcoming drops. 

“Digital merch and swag from musicians will definitely be a part of the digital wardrobes of fans, and it’s great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry at a scale. Every day, we are getting closer to our aim of giving a meta-closet to every person in the world, making fashion accessible to everyone through innovation and tech,”

said DressX founders Natalia Modenova and Daria Shapovalova.

In addition to the partnership, Warner Music Group will invest an undisclosed amount in DressX.

WMG continues introducing web3 projects. Earlier this month, the company partnered with Polygon blockchain and LGND Music to develop “Virtual Vinyl” NFTs. In September, it announced the collaboration with NFT marketplace OpenSea to expand web3 opportunities for artists and their fans. 

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