Warner Music Group (WMG) has made an investment in DressX, a digital fashion company, and formed a partnership that allows select artists from the music label to design their own virtual fashion lines. Through this collaboration, WMG artists will have the opportunity to work directly with DressX in creating and launching 3D and augmented reality (AR) virtual clothing. Fans will be able to collect and share these virtual garments on platforms like Instagram and Snapchat, providing additional avenues for fans to express their support.

Oana Ruxandra, Chief Digital Officer and EVP of Business Development at WMG, emphasizes the growing importance of representing our digital selves. WMG aims to establish partnerships that will benefit both the label and its artists as digital identities become increasingly influential. DressX’s expertise in wearables and sustainability makes it the ideal partner for WMG as they navigate the future.

DressX, founded in 2020 by Daria Shapovalova and Natalia Modenova, has become the largest platform for digital-only fashion, offering over 3,000 digital items in its library. The company is also a leading AR fashion app. Shapovalova and Modenova are proud to partner with Warner Music Group and its exceptional artists. They believe that digital fashion serves as a visual language for building connections online, and DressX leverages technologies such as augmented reality, machine learning, and blockchain to provide utility for digital wearables. The co-founders envision that digital merchandise and swag from musicians will soon be a staple in fans’ digital wardrobes. They are excited to witness more stakeholders recognizing the transformative power of digital fashion.

DressX has collaborated with renowned technology, fashion, and lifestyle companies over the past two years, including Meta, Roblox, Snapchat, Google, Coca-Cola, and Farfetch. Most recently, the company partnered with Bershka, an Inditex-owned brand, to launch its ‘Digital Going Out’ holiday collection, featuring four digital items. The partnership with Warner Music Group further solidifies DressX’s presence in the industry.

The ultimate goal of DressX is to provide a meta-closet to every person in the world, making fashion accessible to all through innovation and technology. With the support of WMG and their talented artists, DressX moves closer to achieving this aim and revolutionizing the fashion industry on a global scale.

Useful links:
1. DressX Official Website
2. Warner Music Group Official Website