Major international luxury brands will participate in the first edition of Metaverse Fashion Week (MVFW). Dolce & Gabbana, Tommy Hilfiger, Hugo Boss, Elie Saab and Cavalli are just a few that will be present at the four-day event, which starts this Thursday (24) and runs until Sunday (28).
Inside the virtual platform decentral and, MFVW promises to be the biggest digital fashion event to date. In addition to parades, the schedule includes panels, virtual parties, showrooms and NFT launches.
The British departmental giant, Selfridges kicked off the week by opening a virtual flagship in the metaverse, with an immersive experience with the Paco Rabanne brand.
“Fashion and couture are nothing new in the metaverse,” says Decentraland Foundation creative director Sam Hamilton. “Since 2020, we have been creating on-demand digital products and wearable avatars, increasingly pushing technical boundaries. We are in a booming business – last year alone, we sold $1 million worth of wearable avatars.”
On the catwalk, the idea of the event is to present new collections or new interpretations of existing pieces. In sales spaces, brands will be able to sell digital and physical items.
Dolce & Gabbana paraded in the early afternoon of this Thursday on the virtual catwalk created at Decentraland. Anyone can participate, creating their own avatar and watching the shows from the audience, and then moving around the various spaces of the event, such as the shopping area – inspired by the luxurious avenue Montaigne in Paris.
This is not the first time that D&G has invested in the virtual: last October, the brand sold at an auction the Collezione Genesi, which included nine pieces of digital NFTs, or non-fungible tokens, for around R$6 million – the collection was created in partnership with the luxury and digital culture market, UNXD.
In February 2021, the first fashion week of the metaverse was Crypto Fashion Week, which highlighted the possibilities of the digital fashion universe created during the pandemic. The event, which was activated during the Meta Gala, had a global audience of more than 3 million people.
* Edited by Thayana Nunes.
Source: CNN Brasil
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