The first edition of the Metaverse Fashion Week was held in the virtual universe of Decentraland.
The NFT phenomenon has reached the fashion world, and with it the launch of the first Fashion Week in the metaverse. Many brands are already committed to presenting collections in NFT format and some of them could be seen gathered in the virtual world of Decentraland at the Metaverse Fashion Week. There were not only fashion shows, but also musical performances, lectures and parties. The MVFH took place from 24 to 27 March and hosted 70 brands such as Dolce&Gabbana, Etro, IKKS, Tommy Hilfiger and Elie Saab among others.
Fashion Week in the metaverse started with the Dolce&Gabbana fashion show on a stage in the shape of an “8” where avatars wore the brand’s designs. The catwalk was inspired by Avenue Montaigne in the 8th arrondissement of Paris. The Dolce&Gabbana model avatars were cats of different colours that paraded presenting the house’s virtual collection.
Dolce&Gabbana designs for MVFW – Dolce&Gabbana
Another of the brands that took part in Metaverse Fashion Week was Etro. On the same stage, they paraded avatars – this time in human form – showing a capsule collection that stood out for its bright colours and the boho print so characteristic of the brand. The concept of the show, called “Liquid Pasley”, is gender-fluid designs. In addition, Etro has opened its own online shop that allows Decentraland users to buy clothes and accessories.
Etro catwalk show for MVFW – Etro
IKKS also joined this event and in this virtual space opened a two-storey flagship dedicated to its men’s line. IKKS is the only French brand that took part in the MVFH. It presented a rocking collection with leather jackets and ripped trousers. The metaverse could become a future development space for fashion: “from the digital to the physical, from the physical to the digital… when this daily preoccupation is transformed into evidence, the metaverse, NFTs and other tokens are the real challenges of our future,” says IKKS digital marketing manager Valérie Dasser.
IKKS online shop at Decentraland – IKKS
Any user with an Internet connection could access this experience, as it is a completely free celebration. However, in order to purchase the garments and accessories it was necessary to have a smart wallet with cryptocurrencies exclusive to NFT.
More and more sectors are moving into the virtual universe, and in the case of fashion, NFTs allow users to express their individuality and virtual identity by dressing their avatars in designer pieces. It seems that part of the future of fashion will take place in the metaverse and it is only a matter of time before luxury brands adapt to this new reality.
Images provided by the aforementioned brands.
