The Transformative Nexus of Metaverse and NFTs in the Fashion Retail

Abstract

This chapter examines the transformative convergence of the metaverse and Non Fungible Tokens (NFTs) and its implications for contemporary fashion retail. Using a narrative integrative review of academic literature and industry evidence published between 2021 and 2025, the chapter develops a strategic and interdisciplinary framework that integrates technological enablers, consumer psychology, and brand strategy. It conceptualises the metaverse as an immersive, persistent digital ecosystem that is reshaping how fashion brands design, authenticate, and commercialise value, while NFTs introduce verifiable digital ownership, programmable scarcity, and new revenue models. The analysis highlights clear differences in how luxury and fast fashion brands adopt these technologies, with luxury emphasising exclusivity and provenance, and fast fashion prioritising accessibility and gamified engagement.