New York, London, Milan, Paris. And now, the Metaverse.
The four fashion capitals have been at the heart of the global fashion scene for centuries. But this year, the Metaverse is joining them with the world’s biggest, entirely digital fashion week, MVFW.
Here’s what fashion week looks like in the Metaverse: Tickets are out. Fashion seasons are a thing of the past. What’s more—everyone can be a front row attendant. Dreamy digital outfits and exhilarating immersive exhibits are at the heart of MVFW.
Decentraland, the first completely user-owned virtual world, will host the MVFW from March 24-27, 2022.
Anyone, anywhere can have front-row access to the world’s biggest fashion show. Fashion labels and investors can purchase digital land to facilitate shows, after parties, and concerts. Attendees can also purchase digital pieces from brands as NFTs (non-fungible tokens) via a crypto-wallet. Although creating digital pieces reduces the waste created by traditional fashion production, it can be a double edged sword. This is because NFTs have a large carbon footprint.
The four-day experience features virtual catwalk shows, pop-up stores, ‘phygital’ products linked to NFTs, panels, and musical performances.
Here’s a rundown of everyone who’s presenting at MVFW:
The Luxury Fashion District
Some of the industry’s most distinguished fashion houses will exhibit at Decentraland’s new Luxury Fashion District. These include: Dolce & Gabbana, Dundas, Etro, Paco Rabanne, Selfridges and Victor Vasarley. In addition, a selection of newer labels are set to appear, like DressX, FEWOCiOUS, and The Fabricant.
Marketplaces and Exhibitions
In addition to fashion presentations, MVFW will include different exhibitions and virtual events. For instance: Charli Cohen’s Electric/City exhibit inspired by their digital Pokémon collection, and a Meta-Tokyo pop-up museum. Moreover, Chanel and House of Lanvin will showcase fashion films at a dedicated movie theatre.
Certainly, there’s also a series of marketplaces across Decentraland. The Decentraland Designers Street showcases a series of emerging streetwear designers. On the other hand, Dragon City is a marketplace for renowned Asian designers.
There will also be exclusive apparel drops for brands like Placebo, The Fabricant, Perry Ellis, and Fresh Couture. Moreover, Cider, Anrealage, and 8sian will showcase their work on the runway. Guo Pei, Tommy Hilfiger, Elie Saab, Auroboros, and other beloved labels will hold immersive exhibitions and virtual stores.
Fashion and haute couture have always been part of the Metaverse. Designers push technical, creative, and stylistic elements of fashion, creating a unique digital experience. Moreover, it completely democratizes traditional invite-only fashion shows. The Metaverse Fashion Week breaks boundaries and redefines what fashion looks like in the 21st century.
Published by HOLR Magazine.