Mark Zuckerberg, CEO of Meta announcement today that the company is launching a digital designer clothing store called the “Meta Avatars Store”. Zuckerberg made the announcement during an Instagram Live with Instagram’s Vice President of Fashion Partnerships, Eva Chen.

It’s unclear how many people will actually want to shell out money to dress up their avatars in designer clothes, but Zuckerberg sees new fashion clothing options as a way for users to express themselves through their avatars.

The new virtual store is launching on Facebook, Instagram and Messenger and will allow users to purchase digital clothing for their avatars. The store will start rolling out next week and will initially feature digital outfits from Balenciaga, Prada and Thom Browne. Meta has not revealed any pricing information for these digital outfits. It should be noted that free clothing options for Meta avatars will still remain available.

Zuckerberg said Meta plans to make the store an open marketplace where developers can create and sell clothes.

“We’re launching our Avatars Store on Facebook, Instagram and Messenger so you can buy digital apparel to style your avatar,” Zuckerberg said in a statement. “Digital goods will be an important medium for self-expression in the metaverse and a big driver of the creative economy. I’m excited to add more brands and bring it to virtual reality soon.

The Meta Avatars store will begin rolling out next week in the United States, Canada, Thailand, and Mexico. The company plans to introduce new brands for the store soon.

Today’s announcement comes after Meta has worked to improve its avatars while continuing to invest in building the metaverse. Earlier this year, Meta brought its 3D avatars to Instagram and rolled out updated avatars to Facebook and Messenger. The update brought more avatar expressions, faces, skin tones, and accessibility features. The company now also allows users to bring the same avatar to all Meta platforms, including virtual reality.