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According to U.S. trademark attorney Josh Gerben, on March 14, singer and businesswoman Rihanna filed a new batch of trademark applications to offer her company’s cosmetics and products in a “virtual” format in the metaverse.
In this way, Rihana would be following many celebrities’ footsteps and recognized brands in the fashion world, such as L’Oréal and Victoria’s Secret.
Rihanna wants to expand her fashion empire into the metaverse
At the age of 34, Rihanna has not only eclipsed the music world with her songs but has also managed to create a fashion company that has achieved a market value of more than 570 million dollars in 4 years.
But the physical world is not enough for the artist, who now aims to dominate the WEB 3.0, betting to establish her brand in the metaverse. So, the question remains, which platform will Rihanna invest in?
Rihanna has filed a new trademark application indicating that she will offer “virtual” cosmetics and hair care products under her FENTY brand.
Coming to a virtual world near you soon… #Rihanna https://t.co/PhTqfi4jFu
— Josh Gerben (@JoshGerben) March 15, 2022
Even though she has not revealed much, it could be presumed that one of the most attractive options for artists to enter metaverse is Decentraland, as it is where all kinds of events, both musical and sporting, have taken place.
Indeed, in March, the first fashion week on all the Web 3.0 will be held in Decentraland.
Calling all designers, brands and fashionistas.
Decentraland x @UNXD_NFT presents Metaverse Fashion Week.
A week of Catwalk shows, pop up shops, after parties and immersive experiences 24th – 27th March 2022
have your collections ready! pic.twitter.com/BXkpAV1TOJ— Decentraland (@decentraland) December 26, 2021
Throughout the week, users will be able to enjoy live presentations on the catwalk and buy the products and accessories on display to dress their avatars.
Other major brands such as Nike, Adidas, Reebok, and Puma have also invested in the metaverse.
The Metaverse Welcomes Mainstream Celebrities
Currently, many celebrities have entered the metaverse either in The Sandbox or Decentraland, looking for a new way to bring their music or products to people who cannot physically attend their stores or concerts or who simply prefer to enjoy them from the comfort of their home.
For example, on Tuesday, March 15, actress and DJ Paris Hilton announced her partnership with The Sandbox during a live DJ gig during the South by Southwest Film Festival (SXSW), which caused the game’s native token (SAND) to increase by more than 8%.
If you’re attending SXSW and are a virtual LAND owner 🏞, you’re on fast track for The Sandbox private party on Tuesday 03/15, with a special guest and DJ Paris Hilton
DM for RSVP 🤘 pic.twitter.com/L7pBnaDxEp
— Sebastien 🏞 (@borgetsebastien) March 14, 2022
This means that as more famous artists such as Rihanna, Paris Hilton, or Snoop Dogg continue to enter the metaverse, these platforms may continue to grow to offer better and better immersive experiences to their users.