Fashion brand launches metaverse shopping event

Luxe digital fashion brand Cult&Rain is launching metaverse shopping in London as of 27 July via the opening of Cultr World, described as an interactive shopping experience.

Cult&Rain calls itself the “first luxury fashion brand born from Web3” and its aim is to bridge the gap between physical and digital with Cultr World launching in a deal with London’s The Outernet. That's the 250,000 sq ft entertainment complex at the intersection of Tottenham Court Road and Charing Cross Road.

So what does the experience include? New York-based Cult& Rain has created four avatars, and visitors will use them to enter through the Cultr Lounge, which is a space for socialising and attending events and parties.

And of course, digital shopping is key with the label having created a digital collection of trainers and varsity jackets. Attendees will be able to explore Cultr World and shop while they socialise.

There will be NFTs and physical redeemables, plus a whole new world with features such as virtual waterfalls, graffiti walls and more.

The launch event happened on 27 July and included a Web3 DJ, streaming live from New York so that those not there in person were able to join in.

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