Bershka launches digital holiday collection with DressX

Translated by

Roberta HERRERA

The young fashion brand has presented its first digital-only collection. After joining forces with SmileyBershka

The collection is currently available in the Dressx app – Bershka

Entitled ‘Digital Going Out’, the line is part of the brand’s party collection launched at the end of last year ‘Going Out’, and consists of four digital items including a chunky chain necklace, a silver mini dress, an oversized electric blue coat and a metallic balloon dress. These augmented reality items are available exclusively on the DressX app and can be tried on for free.

“DressX is proud to introduce our new collaborative project with Bershka, pushing the boundaries of what is possible in the fashion industry,” said the virtual fashion company’s founders, Daria Shapovalova and Natalia Modenova. “Launching just in time for the festive season, DressX and Bershka offer the easiest way to get dressed up for the celebration on social media, get creative with photos, videos and cards, and get ready for the holidays in the metaverse,” they added.

This is not the first time a brand owned by the Spanish group has ventured into the metaverse. Several InditexStradivarius

The conglomerate’s flagship brand, Zara

Co-founded by Ukrainian entrepreneurs Shapovalova and Modenova in Los Angeles, DressX is a company specialising in digital and augmented reality clothing as well as NFT fashion items. In addition to its recent partnership with Bershka, the company has also collaborated in the past with leading names in fashion such as BurberryOff-WhitePalm AngelsLVMH

Founded in 1998 and boasting a network of 971 points of sale across 73 markets, as well as an online presence in more than 200 countries, Bershka forms part of the Inditex group’s brand portfolio, along with Zara, Massimo DuttiOyshoZara HomeLefties