This past weekend, Decentraland hosted the Metaverse Fashion Week, or MVFW, a four-day digital fashion event that staged wearables on virtual runways, organized discussion panels, and housed shopping experiences. A lineup of both legacy luxury labels and digital brands participated, including Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder, and Elie Saab.
Meanwhile, digital-native fashion houses Auroboros, DressX, and republique hosted immersive spaces and stores within specific fashion districts, designated by coordinates on a map. Just like New York Fashion Week events may take place across different boroughs of the city, so did Decentraland’s MVFW materialize across different districts.
Main venue for runway shows. Source: UNXD
Dolce & Gabbana puts on a literal catwalk
Dolce & Gabanna unveiled 20 full looks of Metaverse wearables that they specifically designed for the Metaverse Fashion Week. Playing on the term catwalk, they used cat-faced avatar models to showcase the collection. After the show, the full collection became viewable in an exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District, curated by luxury-focused marketplace UNXD. UNXD, as well as Vogue Arabia, were core partners of Decentraland in curating the traditional fashion brands at MVFW.
Recently, Dolce & Gabbana sold a series of NFTs for about $6 million as part of another collection co-created with UNXD. D&G’s next step into the metaverse is the launch of the DGFamily NFT Community, which intends to give members exclusive access to physical and digital drops and wearables. DGFamily holders will receive airdrops from this MVFW collection.
Etro debuts upcoming collection on the runway
Etro, on the other hand, decided to preview a real-world collection for their first fashion show in the metaverse. Called Liquid Paisley, the collection consists of women’s and men’s ready-to-wear looks worn by 20 avatar models and celebrates one of the fashion house’s iconic prints and color palettes. It also includes a range of must-have accessories, bags, hats, and shoes. In partnership with UNXD, Etro also set up a pop-up boutique in the UNXD Luxury District full of other designer brand names.
Other Nifty News
Fashion NFTs are clearly a big trend as more and more mainstream designers are debuting NFT collections in the Metaverse this year. And as fashionistas increasingly use NFTs to express their style on Web3 platforms and in the real world, the future of digital fashion will be likely favorable to those with the first-mover advantage.
In addition to runway shows in Decentraland, DressX worked with Fendi to design digital garments used in an interview spread for the fashion magazine Haute Living in January. It was the first fashion magazine cover in the United States to display digital luxury designer garments on a human, and the designs could then be purchased directly on the Fendi website.