Is This the World's Largest Virtual Fashion Show?

Why Teenagers Turn to Zepeto Between Work and School

When commuters have a few idle minutes between meetings or while riding public transport, many people instinctively reach for familiar social platforms such as Twitter, Instagram, TikTok or popular gaming applications. A growing segment of teenagers, however, opts for a different digital refuge – the metaverse platform Zepeto – to check in on their personalized avatars.

In Zepeto, an avatar may mirror the user’s real‑world appearance, or it may embody an entirely new identity, allowing users to experiment with hairstyles, fashion choices, and even fantastical forms that would be impossible in physical life. This freedom of self‑expression forms the core allure of the platform.

Personal Stories: Monica Louise and Hannah

Monica Louise, also known by the in‑app moniker Monica Quin, explains that the daily avatar becomes a canvas for the day’s mood: “Monica Louise’s avatar is who Monica Louise wants to be on that particular day. In the real world, cutting hair and growing it back is a time‑consuming process, but in the digital realm, a single click accomplishes the transformation.”

Hannah, a nineteen‑year‑old residing in the United States, discovered Zepeto serendipitously while browsing the app store. For Hannah, the platform offers an escape from the pressures often associated with mainstream social media. “Hannah has never been a huge fan of social media. The pressure on conventional platforms can be overwhelming, but on Zepeto Hannah does not need to reveal a face, and there is no obligation to conform.”

Both Monica Louise and Hannah joined Zepeto in 2018, drawn by the promise of a virtual space where identity can be fluid and creativity can be monetised.

The Scale of Zepeto: Numbers and Demographics

Zepeto stands as Asia’s largest metaverse platform, boasting close to a quarter of a billion registered users within just three years of operation. Approximately seventy percent of Zepeto’s user base identifies as female, a demographic composition that distinguishes Zepeto from competing platforms such as Roblox, which are largely dominated by male gamers.

Ninety percent of Zepeto’s users reside outside South Korea, reflecting the platform’s global reach. Monica Louise, a twenty‑eight‑year‑old currently living in Canada, and Hannah, a nineteen‑year‑old residing in the United States, exemplify this international user base.

Virtual Fashion: From Avatars to Six‑Figure Incomes

Monica Louise has leveraged Zepeto’s fashion ecosystem to become a virtual influencer earning a six‑figure income. By designing digital garments such as dresses, tops, and accessories, Monica Louise supplies a steady stream of virtual apparel that other avatars purchase using Zepeto’s in‑game currency, "zems."

Fashion items on Zepeto typically range from one to five zems per piece. For each transaction worth five thousand zems, a creator receives a monetary reward of $106 (approximately £80). Zepeto users acquire zems by converting real‑world money, establishing a direct link between virtual purchases and real‑world revenue.

Rudy Lee emphasizes the magnitude of Zepeto’s fashion marketplace: “Every day, creators design and publish tens of thousands of new items. Zepeto is the largest virtual fashion marketplace in the world.” Luxury fashion houses such as Gucci, Dior, and Ralph Lauren, alongside a myriad of local and regional brands, have announced plans to launch virtual collections on Zepeto, further cementing the platform’s status as a premier venue for digital couture.

Monica Louise notes the psychological draw of virtual clothing: “There are garments that Monica Louise cannot afford to wear in the physical world, yet in the digital realm Monica Louise can purchase every single one.” This sentiment underscores the broader appeal of virtual fashion as a space for aspirational expression without the constraints of physical cost.

To nurture the next generation of digital designers, Zepeto has partnered with the fashion institute Instituto Marangoni Miami (IMM) to offer a scholarship program. The initiative invites applicants to create collections specifically for Zepeto, thereby encouraging emerging talent to contribute to the platform’s ever‑growing catalogue of virtual attire.

Beyond Couture: Alternative Virtual Careers

Zepeto’s ecosystem extends far beyond fashion design. Users can carve out professional pathways as entertainers, architects, cartographers, and more. Hannah, for example, works as a cartographer within Zepeto, constructing immersive maps that define virtual neighborhoods, public squares, and adventure zones. “Hannah creates virtual environments for avatars to explore, drawing inspiration from real‑world architecture while also incorporating fantastical elements.”

Rudy Lee highlights Zepeto’s collaborations with music labels to develop virtual singers, noting a rising trend of avatars performing live concerts within the metaverse. Additionally, partnerships with educational institutions aim to democratise access to content‑creation tools, empowering a broader demographic to build sustainable careers inside Zepeto.

South Korea already showcases numerous digital humans who function as celebrities across gaming, entertainment, and home‑shopping platforms. AI influencer Rozy, for instance, has secured over one hundred real‑world sponsorships, while Lotte’s home‑shopping network features Lucy, an avatar with more than sixty thousand Instagram followers.

Life After Death in the Metaverse

Advancements in artificial intelligence and 3D rendering suggest a future where deceased individuals might be resurrected as virtual avatars. Stanley Kim, chief executive of Vive Studios, explains that within three to five years, AI‑driven technology could generate hyper‑realistic virtual humans, complete with replicated voices derived from as little as eight hours of recorded speech.

Vive Studios made headlines when it created an avatar to help a grieving mother say goodbye to her late daughter, illustrating both the therapeutic potential and ethical complexities of post‑mortem digital recreation.

Fragmented Futures: Competing Metaverses and Government Involvement

South Korea’s capital city has taken a pioneering stance by allocating US$35 million to develop a city‑wide metaverse. ChangKeun Lee of the Seoul Metropolitan Government describes an upcoming virtual civic service: “An AI public servant will assist residents within the metaverse, answering queries and resolving real‑world issues without requiring physical visits to city hall.” The initiative also promises virtual festivals free from pandemic restrictions, as well as immersive historical experiences that transport participants back to the Chosun dynasty.

Regulation, Ethics, and the Road Ahead

Although enthusiasm for Zepeto and similar platforms is soaring, several challenges remain. The rapid expansion of virtual economies invites concerns about privacy, data security, and the potential for illicit activities such as the theft of digital assets. Rudy Lee emphasizes the need for proactive regulatory engagement: “Regulators must increase their involvement, gain a deep understanding of the benefits and drawbacks, and maintain open dialogue with platform operators and users alike.”

Ethical considerations also surface when avatars commit offenses within the digital space. Determining liability, enforcing penalties, and establishing jurisdiction for virtual crimes will likely become a central focus for lawmakers as the metaverse matures.

In summary, Zepeto exemplifies a nascent yet rapidly evolving digital ecosystem where fashion, entertainment, education, and even post‑mortem existence intersect. While the metaverse continues to take shape in fragmented pieces, the competition to populate it with valuable assets and innovative experiences has already begun, heralding a new era of virtual commerce and creativity.