This thesis explores the impact of the Metaverse and Non-Fungible Tokens (NFT) in the luxury fashion industry, focusing on the implications of these digital assets on value creation, brand engagement, and consumer perceptions. With the development and expansion of digital technologies, luxury brands are adapting their strategies to exploit the opportunities offered by these new phenomena. However, the existing literature presents a dearth of specific studies on the intersection between NFT, Metaverse and luxury fashion. Therefore, the aim of this research is to examine the current landscape, analysing emerging trends and the implications of this innovative marriage between luxury fashion and virtual reality.