Sony Group Corporation has announced a partnership with Italian luxury brand Bulgari to create virtual jewelry for digital platforms. The collaboration aims to blend high-end design with advanced technology, offering users wearable digital accessories for avatars in gaming, social media, and virtual reality environments. The initiative reflects growing demand for premium digital goods as online interactions become more immersive.
(Sony Collaborates With Bulgari On Virtual Jewelry)
The virtual jewelry collection will feature Bulgari’s signature styles, including serpent motifs and gemstone patterns, adapted for 3D use. Sony’s technology will ensure detailed textures and realistic movement in virtual spaces. Users can purchase these items through Sony’s platforms, including the PlayStation Store, and integrate them into supported games and apps. Select pieces will also be compatible with augmented reality filters for social media.
Bulgari’s CEO Jean-Christophe Babin stated the partnership aligns with the brand’s strategy to explore digital luxury. He emphasized Bulgari’s commitment to innovation while maintaining its heritage. Sony’s Head of Digital Entertainment, John Kodera, highlighted the project’s potential to redefine digital self-expression. He noted the rise of virtual fashion as a key trend in entertainment and tech.
The collection will launch globally in early 2025. Prices will range from $20 for basic designs to $500 for limited-edition pieces. Buyers will receive blockchain-based certificates to verify ownership. Early access will be offered to members of Sony’s loyalty program and Bulgari’s clientele.
Both companies plan to expand the collaboration. Future phases may include customizable jewelry powered by AI tools and virtual showrooms for try-ons. The partnership follows Sony’s recent investments in metaverse-related projects. Bulgari previously tested digital accessories through NFT releases in 2023. Industry analysts predict virtual luxury goods could become a $10 billion market by 2026.
(Sony Collaborates With Bulgari On Virtual Jewelry)
Sony and Bulgari confirmed the virtual jewelry will not replace physical products. Instead, it serves as an extension of Bulgari’s offerings for tech-savvy consumers. The companies are in talks with game developers and social platforms to increase compatibility. A preview of the collection will debut at Sony’s CES 2025 keynote.