What’s Happening at the Upcoming First Metaverse Fashion Week?

Besides watching digital avatars modelling digital wearables on the runway, the upcoming Metaverse Fashion Week has more in store for attendees.
Image source: Etro

Quick take:

  • More than 50 luxury and digital brands will be participating in the event.
  • Brands can sell digital and physical products via NFTs.
  • The event is free to attend.

In anticipation of the upcoming first Metaverse Fashion Week (MVFW), participating brands and event organisers have revealed further information about the event. Hosted on metaverse platform, Decentraland, MVFW will run from Mar 24-27. 

MVFW will see over 50 luxury and digital brands showing their collections, hosting presentations, panel discussions, afterparties and film installations over four days. Some of the fashion shows and events will be happening on the Meta Marina by Meta Yachts.

Participating brands will be selling both digital and physical products via NFTs in a luxury shopping district called the “Boson Portal”, designed to resemble the iconic Avenue Montaigne in Paris. 

Brands are also working with decentralised network, Boson Protocol, to sell physical products in the metaverse. According to Forbes, Privé Porter, a retailer of pre-loved Hermès handbags, will be minting four rare and exclusive handbags into NFTs at MVFW. All four handbags will be backed by physical products.

MVFW will kick off with a digital activation by UK departmental store Selfridges, which will be launching its first flagship store in the metaverse at the event. Other participating fashion brands include Elie Saab, Etro, Tommy Hilfiger, Dundas, Garrett Leight, Roberto Cavalli, Paco Rabanne, Hugo, Faith Connexion and Dolce & Gabbana. 

Some of these brands are no stranger to the metaverse. Hugo filed trademarks for virtual goods in February. After a successful debut of its first NFT collection titled ‘Collezione Genesi’ in Sep 2021, Dolce & Gabbana launched its DGFamily NFT community in collaboration with UNXD.

In preparation for MVFW, Tommy Hilfiger recently filed a trademark for “Tommyverse”, covering various virtual products and services including virtual clothing, footwear, and fragrances, stores featuring virtual goods, and an online community for “digital assets, non-fungible tokens, and metaverses. 

Tommy Hilfiger will be showing its Spring 2022 collection virtually and hosting a metaverse retail store where users can shop for digital wearables for their avatars or buy physical items through the metaverse.

Digital fashion house, The Fabricant, will showcase its designs. The event will wrap up with an immersive experience by digital couture house Auroboros, which will be showcasing its digital collection, Biomimicry, and a headline performance by Canadian musician, Grimes. Pieces from the collection will be auctioned off as NFTs.

“As we’re presenting ourselves in online spaces more and more I feel like a fashion gathering in Decentraland would be a great experimentation on how much fashion weeks in real life are still necessary to be held,” The Fabricant’s co-founder Amber Jae Slooten told Dezeen.

Speaking to Dezeen, Giovanna Casimiro, head of MVFW said: “One of the drawbacks of traditional fashion shows is that they are too restrictive to the average person, almost always being invite-only. MVFW will be free and obviously as it will be digital, all you will need to attend is a computer and an internet connection.”

As the exclusive beauty brand partner of MVFW, Estée Lauder will be giving away up to 10,000 NFTs inspired by its Advanced Night Repair serum.

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