No. SI1 (2025): Special Issue
Essays

Discovering the myth of metaverse fashion: A critical discourse analysis of myth-making and prosperity fashion

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  • Natalia Berger
Natalia Berger
Inholland University of Applied Sciences
DOI: https://doi.org/10.36253/fh-3230

Published 14-07-2025

Keywords

  • Metaverse,
  • digital fashion,
  • fashion discourse,
  • fashion myth,
  • power relations

How to Cite

Berger, N. (2025). Discovering the myth of metaverse fashion: A critical discourse analysis of myth-making and prosperity fashion. Fashion Highlight, (SI1), 378–387. https://doi.org/10.36253/fh-3230

Copyright (c) 2025 Natalia Berger

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

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.

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