Fashion sets in Metaverse from March 24 to 28, 2022

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Metaverse Fashion Week: Fashion settles in Metaverse from March 24 to 28, 2022

After a tumultuous and hectic fashion month with the return of the four major fashion capitals to a physical catwalk, a new form of Fashion Week 2.0 is making its grand entrance.

Following the global fashion weeks that took place this month in New York, London, Milan and Paris, MVFW will host a series of events, presentations and installations to complement shows. An official prestigious calendar featuring Paco Rabanne, Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, Cavalli and Elie Saab has joined the ranks of the very first Metaverse Fashion Week, organized by Decentraland from March 24 to March 28.

If you still have not heard of Metaverse or NFTs, it’s time to dig deeper. This phenomenon, which has been going viral for some time now, is becoming the new trend in the fashion industry. The announcement of this “Metaverse Fashion Week” – a universe where users can engage through a combination of technological advances, including virtual reality, augmented reality and video – is the result of the desire to reach a wider audience, mainly composed by Gen Z, the future (and probably already current) major consumers of new trends.

Source: UNXD

The first MVFW is a big step forward in the fashion industry’s relationship with the metaverse. The four-day event will focus on digital fashion collections staged daily on virtual runways and shopping experiences in Decentraland, a metaverse platform. The participating brands will mainly present new collections or new interpretations of existing pieces in front of a global audience, where events take place constantly across all time zones. This is to accommodate younger, digital native viewers. Physical brands are joining digital-first devices, including The Manufacturer, Auroboros and DressX, which will also host runway shows and immersive spaces.

Many of the participating fashion houses have previously experimented with digital products: In October, Dolce & Gabbana sold a series of NFTs for about $ 6 million, created in collaboration with the luxury market Unxd, which is also a partnership with Decentraland to cure mainstream fashion. Dundas also began digitizing the look, working with DressX to sell a virtual version of the Super Bowl costume worn by Mary J Blige at the Super Bowl as an NFT. Metaverse was also present during Physical Fashion Month, where some brands like Altuzarra and Roksanda shared NFTs in time with shows. Some, including Maisie Wilen, have introduced AR to complement physical events, and others, like Jonathan Simkhai, show virtual collections along with physical appointments. Decentraland’s Fashion Week reverses the trend, where digital experiences take precedence over physical ties. This season, Tommy Hilfiger is one of the brands present at MVFW, but absent in a traditional fashion capital.

Photo: Dolce & Gabana Source: UNXD

To witness the track events that will be held live in addition to the facilities and shops, anyone can see and explore as a guest. Visitors can also log in with a digital wallet to buy and carry virtual items in real time. They will be able to receive special participation benefits, such as giveaway wearables or other proof of participation, just as Altuzarra and Markarian gave NFTs away to their guests during fashion week. Decentraland will broadcast via a Twitch livestream. An upcoming events page allows you to set calendar reminders. Many traditional brands are still seeking to translate existing brand aesthetics into an appropriate and interesting virtual world, which still has some limitations in aesthetics and technology, not to mention gravity, scale or time. For example, the models will be twice as large as life-size, allowing viewers to look closer than would be possible during a physical show.

In their constant search for revenue growth, metaverse is a space that also allows brands to offer large quantities of products and possibly do so without the risk of dilution due to market saturation. In other words, this virtual world makes it possible to go beyond the boundaries of the physical world. In light of consumers ‘interest in the various seasonal fashion weeks – which are gradually returning in full force after the pandemic – and brands’ desire to promote themselves and their offerings to consumers in a medium where consumers are actively engaged (as indicated by the speed , with brands searching for trademark registrations and in some cases dedicating entire departments to accelerating their metaverse activities), Decentraland may not be the only brand willing to host a week of metaverse fashion and the corresponding fashion shows. The organizers of the respective fashion weeks – from the Council of Fashion Designers of America to the French Fashion Federation – and the brands will surely soon add the virtual to their physical events.

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