Examining Digital Fashion’s Functions and Performers in the Metaverse

This study investigates self-dramatization and related emotions in the metaverse through the three distinct frameworks of self-affirmation theory, self-enhancement theory, and uses and gratifications theory. Triangularization of these theories yields three novel archetypes in designing avatars as digital twins in the metaverse: the Accurate Double, Improved Alter Ego, and (Perfect) Stranger. Qualitative interviews with 207 digital fashion professionals provided empirical evidence that was coded under nine components of “coolness” in their self-dramatization. Self-expression (an indication of maturity) and subversiveness were the most frequently mentioned components. Surprisingly, attractiveness was not considered a primary aspiration, although the fashion industry traditionally centers on selling it. This study contributes to theory building by assigning digital fashion performers’ emotions to the process of digitizing fashion. The professionals predominantly expressed positive emotions under all three archetypes, although digitization is likely to change their line of work fundamentally or even make some of their functions obsolete. A practical implication arises from the boundless potential for reproducing fashion items in the metaverse, necessitating novel social signifiers of coolness.