With the growing popularity of Metaverse, digitalization of the fashion industry is inevitable, but for it to gain traction in the mainstream, we still need new technologies and digital breakthroughs.
Digital fashion has advanced so much that it already needs its own fashion week, with all that entails: from shows and presentations of new collections to public talks and parties with real DJs. The first Digital Fashion Week was held March 24-27, 2022 at Decentraland, a decentralized virtual social platform built on the Ethereum blockchain.
Metaverse Fashion Week 2022 Highlights
According to reports, the Metaverse Fashion Week (MVFW) featured over 60 fashion brands and over 500 looks. Other highlights include four after-parties and the presence of renowned artists throughout the four-day event.
Selfridges, Bulova, Estée Lauder, Dolce & Gabbana, Tommy Hilfiger and Etro were among the many top brands and stores at the event.
The MVFW was a completely free event open to all visitors on Decentraland, where visitors could purchase fashion brands’ NFTs using the MANA platform’s native decentralized cryptocurrency through their digital wallets.
The MVFW also included exclusive digital events. VIP events included fashion shows, technical demonstrations and meetings with designers.
Selfridges store opening
The MVFW started with Selfridges, a London-based retailer, launching its flagship store, where NFT of the real show currently being held in London was showcased. He presented the works of Paco Rabanne and Victor Vasarely who had influenced him. collection. Players could purchase NFT dresses and artwork from the Vasarely Foundation. Here are the non-fungible tokens (NFTs) in Decentraland’s virtual store.
The new Selfridges store is reportedly modeled after the retailer’s Birmingham store and offers a guided tour of past works, history and highlights using NFT.
Estée Lauder launches the NFT Wearable
Estée Lauder showed off an original NFT wearable based on its popular product, Advanced Night Repair, in collaboration with metaverse artist Alex Box.
Throughout the duration of the MVFW, a limited number of 10,000 free Advanced Night Repair NFTs have been given away.
By virtually walking inside Advanced Night Repair’s “Little Brown Bottle” and unlocking a Proof of Attendance Protocol (POAP) badge, users could claim a wearable NFT to give their avatars a distinctive glowing aura.
Estée Lauder was Decentraland’s only beauty brand.
Bulova launches Computrom watch version
Bulova, a watchmaker, has collaborated with D-Cave, a “lifestyle metaverse marketplace,” to provide a reimagined version of their popular Computrom wristwatch.
Besides their NFT, visitors could purchase the watch in wearable avatars and physical versions.
The Special Edition version of the watch is only available in NFT and is limited to 1,000 pieces. It is available in black and green and has a mineral crystal case that shows off the circuit board inside. According to D-CAVE, it features a sleek black IP stainless steel case and matching strap with a green LED time display with dual time zone functionality.
Bulova, a watchmaker, has collaborated with D-Cave, a “lifestyle metaverse marketplace,” to provide a reimagined version of their popular Computrom wristwatch.
Besides their NFT, visitors could purchase the watch in wearable avatars and physical versions.
The Special Edition version of the watch is only available in NFT and is limited to 1,000 pieces. It is available in black and green and has a mineral crystal case that shows off the circuit board inside. According to D-CAVE, it features a sleek black IP stainless steel case and matching strap with a green LED time display with dual time zone functionality.
Bulova accepts cryptocurrencies as payment through BitPay for the current Standard Edition Computron D-CAVE, which would cost $450.
First presentation of Dolce & Gabbana at the MVFW fashion show
Dolce & Gabbana launched a model collection on the MVFW catwalk with feline models.
The cat-faced models posed on what appeared to be a galactic nightclub, wearing distinctive D&G attire, including a yellow dress with the brand’s logo printed all over it.
Fresh Couture, which debuted in the Metaverse with a boutique in Decentraland at MVFW, was also among those hosting a catwalk presentation.
Philipp Plein show
Philipp Plein opened his show with a massive skull as a symbol of the brand. The skull opened and its tongue uncoiled to reveal the models strolling through the exhibit. In this metaverse season, fans of Philip Plein should wear sparkling goggles or breathing masks, helmets with cat ears, down jackets, wings and bathrobes.
On the brand’s website, prices for skins sold right off the runway ranged from $1,500 for Moon $urfer to $15,000 for Platinum $urfer. These skins come with a bonus: a small skeleton perched on the shoulder, most likely to justify the price.
After the exhibition, everyone was invited to a party, where Plein streamed from home, bragging on his Instagram Stories that his clothes were being shown there for the first time. The designer wore his trademark unique skin: a cat-eared helmet. Cats are popular in the metaverse.
Etro’s New Liquid Paisley Pattern
Etro’s digital collection has launched the new Liquid Paisley pattern, a modern take on one of the brand’s best-known patterns, in a vibrant palette of fresh and cheerful colors, with a gender-flexible approach influenced by Etro’s open and inclusive vision.
The entire event took place in Decentraland’s Digital Luxury Fashion District. As part of this, Etro is creating its first virtual pop-up store, where customers can purchase Etro’s ready-to-wear and accessories and customize their avatars with collectibles.
Veronica Etro, Artistic Director of Women’s Fashion, said she chose to launch the Liquid Paisley capsule via a completely new and inclusive runway dimension, right in the metaverse, where anything is possible.
Sophia Robot attends Metaverse Fashion Week
One of the major highlights of Metaverse Fashion Week was the arrival of Sophia, the world-renowned humanoid robot built and created by Hong Kong-based Hanson Robotics. Sophia has been seen visiting many places in the Decentraland world, especially around MVFW sites such as Rarible Fresh Drip Zone.
Decentraland invited visitors to discover Sophia anywhere on the platform and tweet selfies with her using the hashtag #findingsophiatherobot. As a result, users were given the opportunity to participate in a unique NFT giveaway.
Rarible’s Cool Drip Zone
Rarible’s Fresh Drip Zone, inspired by the streets of New York, featured pop-up stores from 12 companies, including PUMA, Fred Segal and Perry Ellis.
The Manufacturer, Placebo, Girl Gang Label, Artisant and other designers were also featured in the Fresh Drip Zone.
Special collections of Vault Swiss watches and Miss J, offered by Crypto Couture, were also available here.
In the center of the area, a domed Rarible store featured exceptional NFTs and selected unique items. Visitors could also participate in in-store giveaways.
Marc-O-Matic
Marc-O-Matic, an independent artist, opened a boutique during Metaverse Fashion Week. Visitors to the store were able to discover intriguing items like the Space Jockey three-piece set, which resembled a futuristic space suit.
On Twitter, the designer thanked Rarible and Metakey for the opportunity.
Dundas World
Fashion designer Dundas World closed the show with a set of digital clothes on display at his pop-up store in the Luxury Fashion District.
The UNXD fashion show and store featured a handpicked capsule of the brand’s latest looks, which were available for pre-order on the brand’s official website. Peter Dundas has created bespoke outfits exclusively for the MVFW.
Grimes Show brings down the curtains on MVFW
At the end of the event, singer-songwriter Claire Elise Boucher, better known as Grimes, took the MVFW by storm with an electric DJ set for the audience.
The AUROBOROS X Grimes show at MVFW featured a performance against a gigantic set that appeared to be a fusion of nature and sky. Avatars of the participants were observed climbing a massive spiral staircase to the top of what appeared to be a suspended platform.
Final Thoughts
After five days of watching MVFW, it’s exciting to see so many brands participating in the new chapter of fashion history, even if they couldn’t predict the outcome of this experiment. The shows did not go as the brands expected, as evidenced by posts on their social media platforms. Indeed, the brands posted the most beautiful photographs of the exhibition rather than the reality of pixelated avatars and simple looks.
Perhaps the visuals were designed to make viewers feel nostalgic and only then amaze them with beautiful results and the development of MVFW’s future even with realistic impressions of the clothes and models wearing them.
All we can do now is hope that next fashion week will be more technologically advanced. Balenciaga will be added to the list as it emerges as the pioneer of digital fashion in the world of luxury.
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