This past weekend, Decentraland hosted Metaverse Fashion Week, or MVFW, a four-day digital fashion event featuring wearables on virtual catwalks, panel discussions and organized shopping. The event featured traditional luxury brands and digital brands including Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab.
At the same time, the digital fashion houses Auroboros, DressX and republiqe have placed immersive rooms and shops in certain fashion districts, indicated by coordinates on the map. Just like New York Fashion Week, where events can take place in different areas of the city, so did MVFW Decentraland, which took place in different areas.
The main exhibition venue. Source: UNXD
Dolce & Gabbana hosted a real podium
Dolce & Gabbana has unveiled 20 complete, portable Metaverse looks designed specifically for Metaverse Fashion Week. They played on the runway and used avatars with cat faces to show off the collection. After the show, the entire collection can be seen in the exclusive Dolce & Gabbana pop-up in the luxurious fashion district Decentraland, created by the luxury goods market UNXD. UNXD and Vogue Arabia were Decentralia’s most important coordinating partners for traditional fashion brands at MVFW.
Dolce & Gabbana recently sold a series of non-fungible tokens (NFT) worth about $ 6 million as part of another pool created jointly with UNXD. D & G’s next step into Metaverse is the launch of the DGFamily NFT community, which aims to give members exclusive access to both physical and digital wearables. DGFamily owners will receive airdrops from this MVFW kit.
Etro presents a new collection on the platform
On the other hand, Etro decided to show the real collection for her first fashion show in Metaverse. The collection, called Liquid Paisley, consists of ready-to-wear looks for women and men worn by 20 supermodel avatars and adapted to one of the fashion house’s signature prints and color palettes. It also includes a variety of basic accessories, bags, hats and shoes. In collaboration with UNXD, Etro has also opened a pop-up in the exclusive UNXD district filled with other designer brands.
Cointelegraph spoke with Shashi Menon, Dubai-based publisher of Vogue Arabia and co-founder and CEO of UNXD, about why so many luxury brands are joining the Metaverse carriage. Menon said the idea of launching a real fashion week “was the best starting point because it sounded like something familiar”. According to him, “The best way to introduce people to a room they are unfamiliar with is to use what they are familiar with.”