The other day, while aimlessly shopping online on the Zara website, I came across a shopping tab that read “Y2K | metaverse.” At first glance, I thought: “What the hell is this?” Out of curiosity, I clicked on it and there was launched a digital universe that I did not expect. Images of neon animated models, which Zara calls “Y2K creatures,” surrounded by space graphics, posing with colorful hair and makeup. I couldn’t help but think:Am I still on the same website??”

In September, Zara, in partnership with 3D avatar game developer Zepeto, launched a “phygital” collection on its platform. The launch included 10 new garments, some exclusive Zara accessories and shoes. Instead of being seen on human models, he was designed in his virtual 2000s-inspired style…