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Hotel Shilla's duty-free shop operator to provide metaverse-based styling class using Gucci's fashion items

By Kim Joo-heon Posted : December 2, 2022, 13:42 Updated : December 2, 2022, 13:42

[Courtesy of the Shilla Duty Free]

SEOUL -- The duty-free shop operator affiliated with Hotel Shilla, a luxury hotel brand run by the sister of Samsung Group's de facto leader Jay Y. Lee, will provide a metaverse-based styling class using various fashion items from the South Korean office of Gucci, a high-end luxury fashion brand based in Italy. Two-way communication with instructors is possible and various inquiries about the product can be easily made through the virtual platform.
 
After creating avatars, users can explore "Gucci Beauty Garden," a virtual space featuring various beauty products including necklaces and rings. The virtual world created on a metaverse platform called "ZEP" will open its beauty class at 6 p.m. (0900 GMT) on November 2. The class will be conducted by TV personality Jang Ye-won, who gained popularity as a newscaster in the FIFA World Cup Brazil 2014. 
 
"We will lead the (beauty) industry by creating productive content such as beauty classes that combine online teaching with offline teaching features and immersive beauty classes using advanced technology in a metaverse studio," the Shilla Duty Free's director Kim Bo-yeon said in a statement on December 2. The metaverse studio is emerging as an efficient content creation tool, as it seamlessly combines physical and virtual elements using a suite of software tools. 

Many online fashion platform operators have adopted metaverse that allows users to interact with others in the virtual world using avatars. In April 2022, W Concept, the online fashion platform wing of South Korea's retail giant Shinsegae showcased a virtual reality exhibition room where visitors can choose and purchase some 140 apparel items from 50 popular brands. Virtual models in showrooms provided styling guides for customers.

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