Lotte Home Shopping, a division of retail conglomerate Lotte, says it will launch a virtual fashion brand called LOV-F (Life of Virtual Fashion).

Catering to the rising trend of virtual consumption, the company has decided to launch the virtual fashion brand after six months of planning.

First off, the virtual brand will release two coats, which will be showcased by Lucy, Lotte Home Shopping’s virtual model.

The company plans to introduce a non-fungible token (NFT) marketplace in April to sell various fashion items.

This story was originally published by Korea Bizwire.