More and more of the fashion community is venturing into Second Life, on the Second Life News and Photos blog, there were a bunch of pictures posted from a fashion show just this past weekend, check em out Second Life News. So it comes as no surprise to some of us that others are dipping their toes in as well, it will be interesting to note if we ever see avatars representing today’s top models on a Second Life runway. I’d pay good money to see that, well, I’d pay Lindens to see it.

In the virtual world of Second Life, with its more than eight million members worldwide, fashion is a serious business, with online designs for avatars generating hard currency for its users. There are even some real-life cosmetics and apparel companies that have sold virtual items in Second Life. They include big-name brands like Reebok, Aveda, American Apparel, Union Bay and Adidas, while companies like Lacoste and L’Oréal have dipped a toe into the virtual world by doing some branding activities in Second Life.

Second Life has its own successful virtual glossy magazine called Second Style. The publisher and editor in chief of the magazine, Celebrity Trollop, has created exceptional fashion spreads and insightful article for virtual fashion followers. “One of the major social activities in Second Life is shopping, and most Second Life residents love to experiment with clothing styles, colors and shapes. Buying new outfits to show your friends is a common way avatars entertain each other,” says Trollop in an e-mailed interview, as anonymity is a key element in virtual living.

At the moment there are no well-known upscale fashion labels that are working in Second Life. But that hasn’t kept virtual fashion designers from creating intricate homage’s to favorite fashion designers. “In-world,” a term used for logging into Second Life, fashion house Paper Couture came up with a breathtaking gown for some lucky avatar, inspired by a spring/summer 2007 haute couture gown by Christian Lacroix. The Canadian fashion designer Nyla has taken her real-world creations and morphed them into Second Life ensembles. This way shoppers can “try on” an outfit on their avatar to see how it looks before they purchase it for themselves in the real world. She also recently recreated a dress worn by a celebrity at Cannes in Second Life (houseofnyla.com). Source: Fashion giants are venturing into virtual worlds

Worth a read.

Popularity: 3%