Lotte Homeshopping Launches Virtual Clothing Brand 'LOV-F' with Designer Hong Hyejin

Industry's First Virtual Clothing Brand 'LOV-F' Launched
Collaboration with Famous Designers Planned, Scheduled for Sale on NFT Marketplace in April

Lotte Homeshopping, Virtual Clothing Brand 'LOV-F'.

[Asia Economy Reporter Yuri Kim] Lotte Homeshopping announced on the 10th that it has launched the industry's first virtual digital clothing brand 'LOV-F (life of virtual fashion)' and will expand its metaverse-based digital content business area.

As social interest in the metaverse and the consumption culture of virtual digital content spread, Lotte Homeshopping introduced the virtual clothing brand after a six-month planning period since last year. The brand name 'LOV-F' was decided through employee voting. Targeting the MZ generation (Millennials + Generation Z), it collaborated with designer Hyejin Hong of Studio K, who attempts various projects related to tech and fashion, to present futuristic and stylish designs.

Under the concept of 'FANTASY,' recognizing the importance of finding daily rest and enjoyment in the COVID-19 era, it plans to showcase 'the ideal fashion we desire in the current era' and 'fashion suitable for the times.' The first products released are two types: a 'two-piece coat' inspired by leaves and a 'long coat' featuring sequin accents, with plans to expand the product lineup in the future.

To commemorate the launch, various influencer collaboration marketing campaigns were conducted. Virtual model 'Lucy,' who has been active since February last year, and fashion influencer and Lotte Homeshopping show host Hyunha Lee were the first to wear and introduce the virtual clothing. Content such as 'Lucy's #OOTD' and 'Korea's first virtual clothing brand LOV-F' received favorable reviews. Last month, a 'virtual clothing fitting service' was held, where customers who applied through the official SNS were selected by lottery to have virtual clothing synthesized onto images they provided. In April, through the Lotte Homeshopping application (app), an NFT marketplace will be launched to guarantee ownership of products from the virtual clothing brand 'LOV-F' and sell them linked with physical products.

Jinho, head of Lotte Homeshopping's Digital Business Division, said, "In line with the metaverse era, we have introduced virtual clothing, which has recently become a hot topic, for the first time in the home shopping industry," adding, "It will be officially showcased in the NFT (non-fungible token) marketplace to be launched in the first half of the year." He further stated, "We plan to continuously expand the NFT content business using IP (intellectual property rights) and aim to grow into a media commerce company beyond just home shopping business."

This content was produced with the assistance of AI translation services.