Major fashion brands, from Dolce & Gabanna to Giuseppe Zanotti, used Ethereum’s Decentraland to communicate with new customers in this virtual experiment.
The Metaverse Fashion Week, or MVFW, was a four-day digital fashion event held by Decentraland that featured virtual runways, discussion panels, and shopping experiences. Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder, and Elie Saab were among the brands that took part, which included both legacy luxury labels and digital brands.
Meanwhile, digital-native fashion houses Auroboros, DressX, and Republique exhibited immersive spaces and stores within specific fashion districts marked on a map with locations. Decentraland’s MVFW, similar to New York Fashion Week, which takes place throughout many metropolitan boroughs, also took place in multiple districts.
Dolce & Gabbana put on a fashion show
Dolce & Gabanna exhibited 20 full ensembles of Metaverse wearables created just for Metaverse Fashion Week. To show off the collection, they used cat-faced avatar models, a play on the word “catwalk.”
Following the show, an exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District, curated by luxury-focused marketplace UNXD, opened to the public, showcasing the whole collection. Decentraland worked closely with UNXD and Vogue Arabia to curate the traditional fashion companies during MVFW.
Dolce & Gabbana recently sold a collection of nonfungible tokens (NFTs) for $6 million as part of a collaboration with UNXD. The launch of the DGFamily NFT Community, which will give members unique access to physical and digital drops as well as wearables, is D&G’s next step into the Metaverse. This MVFW collection will include airdrops for DGFamily members.
Etro shows off its New Collection on the Runway
For their debut fashion show in the Metaverse, Etro, on the other hand, decided to display a real-world collection. Liquid Paisley is a ready-to-wear collection for ladies and men that features 20 avatar models and celebrates one of the design house’s classic motifs and colour palettes.
There are also a variety of must-have accessories, such as purses, caps, and shoes. Etro also set up a pop-up boutique in the UNXD Luxury District with other designer brands in collaboration with UNXD.
Shashi Menon, Dubai-based publisher of Vogue Arabia and co-founder and CEO of UNXD said of the concept of launching a full fashion week.
“Using something they are familiar with is the best approach to attract people into a space they are unfamiliar with.”
Republique is a Store that sells High-end Accessories
The fashion house that is ready for the metaverse Within Decentraland’s Luxury Fashion District, Republique worked with Monnier, a Paris-based e-commerce platform, to launch a virtual accessories store.
COACH, an American brand, was one of the brands in the store that converted a tangible item into an NFT wearable. COACH’s first-ever NFT of its “Pillow Tabby Shoulder” handbag was made possible by Republique.
Republique, a clothing business, presented five bespoke costumes for its store and collaborated with Axel Arigato, Ester Manas, Wandler, and Osoi. Users of Decentraland can walk into this virtual shop, look around, and buy designer clothing.
Also Read: With Tommy Hilfiger, Dolce & Gabbana, and Selfridges, Decentraland is Hosting Metaverse Fashion Week
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