Fashion settled in the Metaverse from March 24 to 28, 2022

women’s fashion

Metaverse Fashion Week: Fashion settles in the Metaverse March 24-28, 2022

After a tumultuous and tumultuous fashion month with the return of the four major fashion capitals to the catwalk, a new form of Fashion Week 2.0 has begun to enter in a big way.

Following this month’s international fashion weeks in New York, London, Milan and Paris, MVFW will host a series of events, presentations and installations to complement the shows. Prestigious official calendars including Paco Rabanne, Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, Cavalli and Elie Saab have joined the inaugural Metaverse Fashion Week lineup, organized by Decentraland from March 24 to March 28.

If you haven’t heard of the Metaverse or NFT, it’s time to dig deeper. This phenomenon, which has been going viral for some time now, has become the new trend in the fashion industry. The announcement of “Metaverse Fashion Week” – a world in which users can participate through a range of technological developments, including virtual reality, augmented reality and video – stems from a desire to reach a wider audience, consisting primarily of Generation Z, future (and possibly current) Already) a major consumer of new trends.

Source: UNXD

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

Several participating fashion houses have experimented with digital products in the past: In October, Dolce & Gabbana sold a series of NFTs for about $6 million, created in collaboration with luxury market Unxd, which also partners with Decentraland to sponsor mainstream fashion. Dundas also began digitizing the look and worked with DressX to sell a virtual copy of the Super Bowl uniform that Mary J Blige wore at the Super Bowl as an NFT. Metaverse was also present during Physical Fashion Month, with brands like Altuzarra and Roksanda NFTs joining in the rhythm of the shows. Some, including Maisie Wilen, offer augmented reality to complement physical events, while others, such as Jonathan Simkhai, offer virtual sets alongside physical appointments. Decentraland Fashion Week is turning the tide, prioritizing digital experiences over physical connections. This season, Tommy Hilfiger is one of the brands in MVFW but absent from the traditional fashion capital.

Photo: Dolce & Gabana Source: UNXD

To see the track events that will be taking place live as well as the facilities and stores, anyone can watch and explore as a guest. Visitors can also log in with the digital wallet to purchase and wear virtual items in real time. They will be able to receive special attendance privileges, such as wearables or other proof of attendance, much like the Altuzarra and Markarian NFT giveaways for their guests during Fashion Week. Decentraland will be broadcasting live on Twitch. The Upcoming Events page will allow you to set calendar reminders. Many traditional brands are still looking to translate existing brand aesthetics into a convenient and interesting virtual world, which still has some limitations in aesthetics and technology, not to mention attractiveness, size or time. For example, models will be twice the size of their normal size, allowing viewers to get a closer look that would otherwise be impossible during a physical presentation.

In their constant pursuit of revenue growth, the metaverse is a space that also allows brands to offer large volumes of products and possibly do so without the risk of dilution resulting from market saturation. In other words, this virtual world makes it possible to transcend the boundaries of the physical world. Due to consumer interest in various seasonal fashion weeks – which is slowly returning in full force after the pandemic – and the desire of brands to promote themselves and their offerings to consumers in a medium in which consumers actively participate (as indicated by the speed with which brands are seeking trademark registrations, and in some cases, Dedicating entire divisions to accelerating their metaverse activities), Decentraland may not be the only brand ready to host a metaverse fashion week and corresponding fashion shows. Concerned Fashion Week organizers – from the Council of Fashion Designers of America to the French Federation of Fashion – and brands will soon be adding virtual reality to their physical events.

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