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High-end lingerie brand Victoria’s Secret has applied to offer digital collectibles and online clothing within the metaverse.
Victoria’s Secret is now on the list of recognizable names from the fashion industry looking to venture into the metaverse. On Sunday, February 13th, Mike Kondoudis, a trademark attorney, announced on Twitter that the world-renowned lingerie line had filed trademark applications for metaverse activities. These include selling products such as “virtual undergarments, footwear and fashion accessories,” in the form of non-fungible tokens (NFTs). Kondoudis’ tweet read:
“Victoria’s Secret is coming to the Metaverse! New trademark applications filed on Feb. 8 indicate @VictoriasSecret plans to offer digital collectibles and media created with blockchain tech and online clothing and media for use in “virtual environments.”
Furthermore, a tweet by Josh Gerben, another trademark attorney, put the number of trademark applications filed by Victoria Secret at four.
Victoria’s Secret Metaverse Aspirations Are Indicative of Growing Mainstream Corporate Interest in the Virtual Space
There was a substantial decline in NFT trading activity at the turn of February, after January’s all-time high. However, mainstream corporate interest in these digital assets continues to grow at a steady pace. In recent weeks, several major brands and corporations have submitted applications for NFT and metaverse trademarks. These businesses range from the high-end fashion industry, to fast food chains, and entertainment firms.
For instance, last week, Italian fashion powerhouse Gucci purchased virtual real estate in blockchain-powered virtual environment The Sandbox (SAND). However, this was not Guccis blockchain debut as it is one of the first luxury fashion houses to sell NFTs. Furthermore, back in 2021, the company collaborated with online game platform Roblox to host the “Gucci Garden”. This was a virtual version of a real-life place in Italy, offering themed rooms in commemoration of the luxury fashion house’s centenary.
Wildly popular American fast-food chain McDonald’s also filed applications late last week to open virtual restaurants in the metaverse. The 10 separate filings include the McDonald’s, McCafe and instantly recognizable golden arches word marks. In addition, the fast-food chain also filed for a few cover services. Some of these include “operating a virtual restaurant featuring actual and virtual goods” and “operating a virtual restaurant online featuring home delivery”. Furthermore, other applications cover other properties, including “downloadable multimedia files” containing a slew of media paraphernalia.
According to Gerben, “these trademark filings are made to protect the idea of a McDonald’s restaurant in the metaverse that can sell you ‘virtual’ food, or, real food (that would be delivered to you).”
Other Notable Metaverse Players
Other notable brands at varying stages of metaverse participation include music record company Warner Music Group, Louis Vuitton, and Prada. In addition, sports apparel giants such as Adidas, and Nike are also active in the NFT space. Furthermore, American bakery chain Panera Bread also recently applied to offer virtual restaurants, while retail giant Walmart filed several new trademarks in December 2021. The company wants to sell virtual goods, including electronics, home decorations, and sporting goods.