From Dolce & Gabanna to Giuseppe Zanotti, major fashion companies are set to run on the Ethereum-run Decentraland. The main purpose of this event is to interact with new consumers in this virtual experiment.
This past weekend, Decentraland hosted the Metaverse Fashion Week, or MVFW. It was a four-day digital fashion event that staged wearables on virtual runways, organized discussion panels and housed shopping experiences. Moreover, a lineup of both legacy luxury labels and digital brands participated including Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab.
Meanwhile, digital-native fashion houses Auroboros, DressX and Republique hosted immersive spaces and stores within specific fashion districts. These districts were designated by coordinates on a map. Just like New York Fashion Week where events may take place across different city boroughs, so did Decentraland‘s MVFW, which materialized across different districts.
Dolce & Gabbana put on a literal catwalk in Decenterland
Dolce & Gabanna unveiled 20 full looks of Metaverse wearables. These wearables are specifically for the Metaverse Fashion Week. Playing on the term catwalk, they used cat-faced avatar models to showcase the collection. After the show, the full collection became viewable in an exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District. Further, this collection was curated by the luxury-focused marketplace UNXD. UNXD, as well as Vogue Arabia, were core partners of Decentraland in curating the traditional fashion brands at MVFW.
Recently, Dolce & Gabbana sold a series of nonfungible tokens (NFTs) for about $6 million as part of another collection co-created with UNXD. D&G‘s next step into the Metaverse is the launch of the DGFamily NFT Community, which intends to give members exclusive access to physical and digital drops and wearables. DGFamily holders will receive airdrops from this MVFW collection.
Etro debuts upcoming collection on the runway in Decenterland
Etro, on the other hand, decided to preview a real-world collection for their first fashion show in the Metaverse. Called Liquid Paisley, the collection consists of women‘s and men‘s ready-to-wear looks worn by 20 avatar models and celebrates one of the fashion house‘s iconic prints and color palettes. It also includes a range of must-have accessories, bags, hats and shoes. In partnership with UNXD, Etro also set up a pop-up boutique in the UNXD Luxury District full of other designer brand names.
Italian shoe brands enter Decentraland
Two other Italian brands, Hogan and Giuseppe Zanotti debuted NFT collections. In collaboration with this platform for luxury NFTs and metaverse activations, TOD‘S Group-owned Hogan dropped the “Untraditional” NFT collection of the brand’s first-ever sneaker. They set up a pop-up store residency in Decentraland within Boson Protocol‘s metaverse. This marketplace is set in order to sell its physical products as redeemable NFTs within the Boson Portal. The creative studio Braw Haus chose the five NFT artists that designed the collection.
Fashion NFTs are clearly a big trend as more and more mainstream designers debut NFT collections. Fashionistas increasingly use NFTs to express their style on Web3 platforms and in the real world
Also, the future of digital fashion will be likely favorable to those with the first-mover advantage.
[…] Festival, which included 80 different performers over the course of four days last year. Metaverse Fashion Week in March and its New Year’s Eve celebration in December are just two examples of the comparable […]