Social media brand Meta has announced plans to launch its Avatars Store, where users of its social media platforms can dress digital avatars in Balenciaga, Prada and Thom Browne clothing.

Avatars Store will be a digital marketplace where digital clothing will be sold for use across Meta's social media platforms including Instagram, Facebook and Messenger.

Users will be able to customise avatars across the platforms and purchase digital pixel clothing from luxury brands including Balenciaga, Prada and Thom Browne, as well as a number of creator-made items.

Meta CEO, Mark Zuckerberg and Instagram's vice president of fashion partnerships announced on Instagram Live that the fashion brands would be partnering with Meta to launch digital versions of their clothes.

"Your avatar is a digital expression of your personality (or personalities)," said Meta. "It can convey how much of an extrovert or introvert you are, your sense of humor and even your fashion sense."

Users of the social media platforms will be able to dress their avatars in a motorcycle jacket, trousers and boots from Balenciaga's Autumn Winter 2020 show, a Prada logo-embellished tank top from its Autumn Winter 2022 show, and digital four-stripe Thom Browne suits.

User avatars for Meta's platforms were introduced in January 2022 and can be customised with free outfit options and accessories. The brand explained that free options will remain available.

Over time the Avatars Store will offer new options for avatars from fashion, sports and lifestyle brands that reflect current trends.

Companies and brands are quickly looking at ways to infiltrate the metaverse. Fashion brands including Balenciaga and Giuseppe Zanotti have previously released digital garments for use within the metaverse.

Earlier in 2022, virtual reality platform Decntraland launched Metaverse Fashion Week where brands including The Fabricant and Etro showcased collections digitally.

Images are courtesy of Meta.