Zara returns to metaverse with new Y2K phygital collection

Fashion giant Zara has returned to the metaverse with the launch of its new Y2K Creatures collection, consisting of both digital and physical products.

The phygital collection comprises 10 pieces including a vest, three sweaters, a heart shaped top, a strapless dress, flared pants with feathers and two skirts, as well as a range of accessories.

As with its past metaverse collections, Zara will also release exclusive digital products on Zepeto, such as a wallpaper, photobooth, hairstyles and nail designs.

The collection marks the retailer’s third collaboration with the metaverse platform, following its first digital collection in collaboration with Ader Error and its second 'Lime Glam' line, which includes a range of make-up, apparels and accessories designed to be worn in the physical world as well as in the metaverse.

In a release, the Spanish brand said: "This method of creation emphasises the fact that now, more than ever, the digital and physical universes are interconnected and reinforce each other."

Alongside the release, the brand is launching its own Snapchat channel offering customers access to content and augmented reality (AR) lenses inspired by the new collection.