With Metaverse’s growing popularity, the digitalization of the fashion industry is inevitable, but for it to gain traction in the mainstream, we still need new technologies and digital breakthroughs.
Digital fashion has progressed so far that it already needs its own fashion week, with everything it implies: from runway shows and new collection presentations to public talks and parties with true DJs. The first digital fashion week was held March 24-27, 2022, in Decentraland, a decentralized virtual social platform built on the Ethereum blockchain.
Highlights From 2022 Metaverse Fashion Week
According to reports, the Metaverse Fashion Week (MVFW) featured over 60 fashion brands and over 500 looks. Among other highlights were four after-parties and the presence of well-known artists throughout the four-day event.
Selfridges, Bulova, Estée Lauder, Dolce & Gabbana, Tommy Hilfiger, and Etro were among the many prominent brands and stores present at the event.
The MVFW was a completely free event open to all visitors on Decentraland, where visitors could purchase the fashion brands’ NFTs using the platform’s native decentralized cryptocurrency MANA via their digital wallets.
The MVFW also included exclusive digital events. The VIP events included runway shows, tech demos, and meet-and-greets with designers.
Selfridges Store Opening
The MVFW started with Selfridges, a London-based retailer, launching its flagship shop, where NFT of the real exposition currently held in London was presented. It featured Paco Rabanne and Victor Vasarely’s work that had influenced it. collection. Players could purchase NFT dresses and Fondation Vasarely artworks. Here are the non-fungible tokens (NFTs) in the virtual store in Decentraland.
Selfridges&co shop in DecentralandThe Selfridges new store is said to be inspired by the retailer’s Birmingham store and offers a guided tour of past works, history, and highlights using NFTs.
Estée Lauder Launches NFT Wearable
Estée Lauder introduced an original NFT wearable based on its famous product, Advanced Night Repair, in collaboration with metaverse artist Alex Box.
For the duration of MVFW, a limited number of 10,000 complimentary Advanced Night Repair NFTs were offered.
By walking virtually inside the Advanced Night Repair’s “Little Brown Bottle” and unlocking a Proof of Attendance Protocol (POAP) badge, users could claim one NFT wearable to give their avatars a distinctive illuminating aura.
Estée Lauder was the only beauty brand at Decentraland.
Bulova Releases Computrom Watch Version
Bulova, a watchmaker, collaborated with D-Cave, a “lifestyle metaverse marketplace,” to provide a reimagined version of their renowned Computrom wristwatch.
Besides their NFT, visitors could purchase the watch in wearable avatars and physical versions.
The watch’s Special Edition version is only available as NFT and is limited to 1,000 pieces. It comes in black and green and has an exhibiting mineral crystal case top that shows off the circuit board inside. According to D-CAVE, it features a sleek black IP stainless steel case and matching bracelet with a green LED time display with dual time zone functionality.
Bulova, a watchmaker, collaborated with D-Cave, a “lifestyle metaverse marketplace,” to provide a reimagined version of their renowned Computrom wristwatch.
Besides their NFT, visitors could purchase the watch in wearable avatars and physical versions.
The watch’s Special Edition version is only available as NFT and is limited to 1,000 pieces. It comes in black and green and has an exhibiting mineral crystal case top that shows off the circuit board inside. According to D-CAVE, it features a sleek black IP stainless steel case and matching bracelet with a green LED time display with dual time zone functionality.
Bulova accepts cryptocurrencies as payment via BitPay for the actual Standard Edition Computron D-CAVE, which is rumored to cost USD 450.
Dolce & Gabbana’s First Runway Presentation at MVFW
Dolce & Gabbana debuted a collection of designs on the MVFW runway featuring feline models.
Dolce & Gabbana during MVFWThe cat-faced models posed on what appeared to be a galactic discotheque, wearing distinctive D&G clothes, including a yellow dress with the brand logo printed all over it.
Fresh Couture, which made its metaverse debut with a boutique store in Decentraland at the MVFW, was also among those that staged a catwalk presentation.
Philipp Plein Show
Philipp Plein opened his show with a massive skull as the brand’s symbol. The skull opened, and its tongue was uncoiled to reveal the models strolling through the exhibition. In this metaverse season, Philip Plein fans are expected to wear sparkling spectacles or respirator masks, helmets with cat ears, down jackets, wings, and bathrobes.
Philipp Plein showOn the brand’s website, prices for skins sold right off the runway ranged from $1,500 for Moon $urfer to $15,000 for Platinum $urfer. These skins come with a bonus: a little skeleton perched on the shoulder, most likely to justify the price.
Following the exhibition, everyone was invited to a party, where Plein broadcasted himself from home, bragging on his Instagram stories that his garments were shown for the first time in them. The designer was wearing his brand’s unique skin: a cat-eared helmet. Cats are popular in the metaverse.
Etro’s New Liquid Paisley Pattern
Etro’s digital collection launched the new Liquid Paisley pattern, a modern spin on one of the brand’s most well-known motifs, in a vibrant palette of fresh and happy colors, with a gender flexible approach influenced by Etro’s open and inclusive vision.
The entire event took place in Decentraland’s digital Luxury Fashion District. As part of this, Etro is creating its first virtual pop-up store, where customers will be able to purchase Etro’s ready-to-wear and accessories and customize their avatars with collection items.
Veronica Etro, the womenswear Creative Director, stated that she chose to launch the Liquid Paisley Capsule via a completely new and inclusive runway dimension, right in the metaverse, where everything is possible.
Sophia Robot Attends Metaverse Fashion Week
Sophia Robot at MVFWThe arrival of Sophia, the world-famous humanoid robot built and created by Hong Kong-based Hanson Robotics, was one of the main highlights of Metaverse Fashion Week. Sophia was seen visiting numerous places in the Decentraland world, particularly around MVFW locations such as Rarible Fresh Drip Zone.
Decentraland invited visitors to discover Sophia anywhere on the platform and tweet selfies with her using the hashtag #findingsophiatherobot. As a result, users were given the opportunity to participate in a unique NFT giveaway.
Rarible’s Fresh Drip Zone
Rarible’s Fresh Drip Zone, inspired by the streets of New York City, included pop-up stores from 12 companies, including PUMA, Fred Segal, and Perry Ellis.
The Fabricant, Placebo, Girl Gang Label, Artisant, and other designers were also featured in the Fresh Drip Zone.
Rarible streetSpecial collections from Vault Swiss watches and Miss J, offered by Crypto Couture, were also available here.
In the center of the area, a dome-shaped Rarible store displayed exceptional NFTs and curated unique objects. Visitors could also take part in-store giveaways.
Marc-O-Matic
Marc-O-Matic storeMarc-O-Matic, an independent artist, opened a store during Metaverse Fashion Week. The store visitors could discover intriguing items like the Space Jockey three-piece set, which resembled a futuristic spacesuit.
On Twitter, the designer thanked Rarible and Metakey for the opportunity.
Dundas World
Fashion designer Dundas World closed the show with a set of digital garments displayed at its pop-up store in the Luxury Fashion District.
Fashion show “Dundas World”The UNXD fashion show and store featured a handpicked capsule of the brand’s latest looks, which were available for pre-order on the brand’s official website. Peter Dundas created bespoke outfits exclusively for the MVFW.
Grimes Show Brings Curtains Down on MVFW
At the event’s conclusion, singer-songwriter Claire Elise Boucher, better known as Grimes, took the MVFW by storm with an electric DJ set for the spectators.
Grimes showThe AUROBOROS X Grimes show at the MVFW featured a performance in a gigantic set that appeared to be a fusion of nature and the sky. Avatars of the attendees were observed climbing a massive spiral staircase to the top of what seemed to be a suspended platform.
Closing Thoughts
After five days of watching MVFW, it’s exciting to see so many brands participating in the new chapter of fashion history, even if they couldn’t predict the outcome of this experiment. The shows didn’t turn out the way the brands expected, as seen by posts on their social media platforms. This is because brands posted the finest photographs from the exhibition rather than the reality of pixelated avatars and simple looks.
Perhaps the visuals were designed to make viewers nostalgic and only then to amaze them with beautiful results and development of how the future of MVFW will look, even with realistic impressions of the clothing and the models wearing them.
All we can do now is hope that the next fashion week will be more technologically advanced. Balenciaga will be added to the list because it appears to be the pioneer of digital fashion in the world of luxury.
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