Discovering the myth of metaverse fashion

This study contributes to defining ‘prosperity fashion’ by critically examining early metaverse fashion narratives, revealing a focus on economic gain for companies rather than holistic well-being, aesthetics, and consumer needs, thus highlighting the demand for new myths that could potentially seduce consumers to shift from physical to virtual apparel, whose specific emphasis remains to be determined through further research and discourse. This paper focuses on one case study – the 2021 Roblox Gucci Garden event, specifically analysing the widely referred transaction of a virtual Gucci Dionysus Bag with Bee that sold for more than its physical equivalent. A critical discourse analysis of mass media coverage demonstrates how this single transaction evolved into the most cited example of metaverse fashion’s investment potential, becoming a foundational myth in the emerging metaverse fashion discourse.