Paris, Milano, New York, London, and now, Decentraland—high fashion has gone virtual! The first-ever Metaverse Fashion Week took place from March 24-27, bursting at the seams with runway shows, after-parties, immersive experiences, shopping and panel talks.
With 60+ participating brands, artists, and designers, #MVFW22 was a milestone event in the global fashion industry. A combination of legacy luxury fashion and digital-native brands showcased their highly anticipated wearable collections, digital spaces, and breakthrough activations during the week.
Among the many prominent brands and stores at the event were Selfridges, Estée Lauder, Bulova, Tommy Hilfiger, Dolce & Gabanna and Etro. The MVFW was kicked-off with London-based retailer Selfridges opening its flagship store with an immersive experience with Paco Rabanne + Victor Vasarely collection, non-fungible tokens (NFTs), which can be viewed in the virtual store by anyone on Decentraland. The launch was reportedly inspired by the retailer’s Birmingham store and offered visitors a guided tour of the past works, history and highlights through NFTs.
In a partnership with metaverse artist Alex Box, acclaimed beauty brand Estée Lauder launched an original NFT wearable inspired by its famous serum, Advanced Night Repair. A limited quantity of 10,000 of the complimentary Advanced Night Repair NFTs was available for the duration of MVFW.
Fashion brand Tommy Hilfiger showcased its spring 2022 collection virtually at the MVFW and opened a digital store for visitors to buy NFTs connected to the label. Dolce & Gabbana also presented a series of designs on the MVFW runway featuring feline models.
Drawing inspiration from the streets of New York City, NFT trading platform Rarible’s Fresh Drip Zone featured pop-up shops of 12 brands, including PUMA, Perry Ellis and Fred Segal. Designers such as The Fabricant, Girl Gang Label, Placebo, Artisant and others were also among those featured in the Fresh Drip Zone. The closing show was by fashion brand Dundas World, which also showcased a series of its digital dresses at its pop-up store in the Luxury Fashion District.
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