Big fashion names including Dolce & Gabbana, Ralph Lauren and Tommy Hilfiger are rushing to protect their valuable brands in the burgeoning “metaverse” fashion market, according to trade mark filings.

By Perry Gourley

More than 2,100 trademarks for virtual clothing and stores have been registered over the past year, up 35 per cent on the previous 12 months

Analysts at Morgan Stanley believe the digital clothing or “metafashion’” market could be worth $50 billion (£40bn) by 2030, and last month saw the first Metaverse Fashion Week take place.

In the metaverse, consumers can try on clothes virtually before buying them, either in real life or digitally. Mathys & Squire says brands are taking action to protect their digital brands just as they would physical goods, given the enormous growth potential and huge revenues at stake.