The fashion is scheduled in Metaverse from March 24 to 28, 2022

women’s fashion

Metaverse Fashion Week: Fashion hosts Metaverse from March 24 to 28, 2022

After a tumultuous and turbulent month of fashion with the return of four major fashion capitals on a physical catwalk, a new form of Fashion Week 2.0 has made its big entry.

Following the Global Fashion Weeks taking place this month in New York, London, Milan and Paris, MVFW will host a series of events, presentations and installations to add to the performances. An official prestigious calendar including Paco Rabanne, Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, Cavalli and Elie Saab joined the lineup for the very first Metaverse Fashion Week, organized by Decentraland from March 24 to March 28 .

If you haven’t heard of Metaverse or NFTs yet, it’s time to dig deeper. This event, which has been viral for some time now, has become a new trend within the fashion industry. The announcement of this “Metaverse Fashion Week” – a universe in which users can create through a combination of technological advances, including virtual reality, augmented reality and video – results from the desire to reach wider audience, comprised of Gen Z, to come. (and perhaps now) major consumers of new trends.

Source: UNXD

The first MVFW is a big step forward in relation to the fashion industry in the metaverse. The four -day event will focus on digital fashion collections showcased daily on virtual runways and shopping experiences at Decentraland, a metaverse platform. Participating brands often present new collections or new interpretations of existing pieces in front of a global audience, with events happening regularly in all time zones. This is to accommodate young, digital native viewers. Physical brands are joining digital-first entities, including The Manufacturer, Auroboros and DressX, which will also host runway shows and immersive spaces.

Many of the participating fashion houses have been experimenting with digital products in the past: in October, Dolce & Gabbana sold a series of NFTs for nearly $ 6 million, created in collaboration with the luxury market. Unxd, which also partnered with Decentraland to curate mainstream fashion. Dundas also began digitizing the look and worked with DressX to sell a virtual version of the Super Bowl costume worn by Mary J Blige in the Super Bowl as an NFT. Metaverse is also available during Physical Fashion Month, with some brands like Altuzarra and Roksanda sharing NFTs to the beat of the movies. Some, including Maisie Wilen, are introducing AR to add physical events and others, like Jonathan Simkhai, are showcasing virtual collections along with physical appointments. Decentraland fashion week is changing the course, with digital experiences taking precedence over physical relationships. Nowadays, Tommy Hilfiger is one of the brands that is in MVFW but not in the traditional fashion capital.

Photo: Dolce & Gabana Source: UNXD

To witness the events on the track being held live in addition to the facilities and shops, anyone can watch and explore as a guest. Visitors can also log in using a digital wallet to purchase and wear virtual items in real time. They will receive special attendance benefits, such as accessories to wear at the giveaway or other proof of attendance, as Altuzarra and Markarian give NFTs to their fashion week guests. Decentraland will broadcast via Twitch livestream. The upcoming events page will allow setting calendar reminders. Many traditional brands are still looking to translate existing brand aesthetics into a suitable and interesting virtual world, which still has limitations in aesthetics and technology, not to mention gravity, scale, or time. For example, the size of the models can be twice the size of the life size, allowing spectators to look very much impossible during a physical performance.

In their constant search for revenue growth, the metaverse is a gap that also allows brands to offer multiple volumes of products and it is possible to do so without the risk of melting as a result of market saturation. In other words, this virtual world makes it possible to transcend the limits of the physical world. Given the interest of consumers in the various seasonal fashion weeks – which are slowly returning to full strength after the pandemic – and the desire of brands to promote themselves and their offerings to consumers in a medium. in which consumers are actively engaged (as shown by the speed with which brands search for trademark registrations and, in some cases, dedicate entire departments to expediting their metaverse activities), Decentraland may not be the only brand ready to host a week of metaverse fashion and the corresponding fashion shows. Individual fashion week organizers – from the Council of Fashion Designers of America to the French Federation of Fashion – and brands, are sure to soon add virtual to their physical events.

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