The first-ever Metaverse Fashion Week (MVFW) took place March 24-27 on Decentraland, bringing together world-famous luxury houses and modern digital brands to show off their wearable NFT collections. Apart from vivid fashion shows, there were also afterparties, branded pop-up stores openings, immersive events, panel discussions and much more.
Decentraland is a browser-based 3D virtual world that runs on the Ethereum blockchain. The platform allows you to create, test and monetize content and applications. What is unique about Decentraland is that it’s completely governed by its users.
MVFW22 as it was
More than 60 brands, artists and designers took part in the Metaverse fashion week, including Dolce&Gabbana, Etro, Elie Saab, Philipp Plein, Jacob&Co, Estée Lauder, Forever 21, Franck Muller, AUROBOROS.
Dolce&Gabbana’s wearable NFT collection at MVFW22
Decentraland’s districts have been redesigned to host a variety of MVFW22 events. The architecture was inspired by the major fashion capitals and drew a parallel between the past and the future.
Luscious brands were located in The Luxury Fashion District that was modeled after the legendary Paris Avenue Montaigne, but with a futuristic spin.
The Luxury Fashion District in Decentraland
Rarible Street transformed into the Rarible Fresh Drip Zone that was inspired by the streets of New York and its urban atmosphere. This district welcomed numerous virtual brands. Digital Fashion designer Princess (Regina Turbina) presented her wedding collection made in collaboration with PUMA and Artisant. VAULT.swiss created an exclusive collection of digital watches. Crypto Couture, Placebo Digital Fashion House, The Fabricant and others also placed their pop-up stores there.
Raible Street in Decentraland
The innovative web3 laboratory Kollectiff built a unique MetaLoop Venue podium that resembled the Olympic Games opening ceremony arena. All the main shows and parties took place there.
Dolce & Gabbana was one of the fashion brands to present their digital collection at MVFW22. All models, who were actually cats walking the catwalk, were coming out of huge lotuses and could fly around the hall. The fun didn’t end there as the show was followed by the after-party where each visitor could program the avatar for a special dance using a customizable series of movements.
Dolce & Gabbana show at MVFW22
The Parcel-MetaParty Community Precinct also offered users to play mini-games and watch musical performances.
Grimes’ performance at MVFW22 closing ceremony
The Web3 agency CashLabs launched a multimedia art gallery. More than 20 artists and designers participated in the “At the intersection of art and fashion” exhibition, including Anthony Tudisco, Christa Kim x The Fabricant, Karl Lagerfeld x The Dematerialized and Jason Ebeyer. Three floors of the gallery were filled with images, video works and fashionable sculptures. You could also watch a movie or two about the history and the future of fashion on the roof.
The CashLabs gallery visitors were able to attend panel discussions on digital fashion, e-commerce, the metaverse and the concept of sustainable development in fashion.
The Whole New World
Many brands have already created their Metaverse headquarters by opening their flagship stores and becoming permanent Decentraland residents, thus demonstrating their commitment to a new era in fashion.
Selfridges acquired land for its digital department store Selfridges Universe. Their MVFW22 project included virtual and real clothing inspired by the 1966 collaboration between Parisian fashion house Paco Rabanne with the Hungarian-French op art pioneer Victor Vasareli.
Selfridges store in Decentraland
Forever 21 opened a unique brand space in Decentraland to hold special events and present wearable NFT collections.
Forever 21 store in Decentraland
Philipp Plein founded the NFT Museum of Art (M.o.N.A) in Plein Plaza and collaborated with 3D artist Anthony Tudisco to create the brand’s first metaverse collection that was presented on a special podium at a fashion show.
The humanoid robot Romeo 0.1 presents the Plein Sport collection at M.o.N.A.
Estée Lauder cosmetics brand joined the party. The brand created wearable NFTs based on its legendary Advanced Night Repair serum. Visitors to the digital fashion show would go under the enlarged digitized version of the branded bottle to give the avatar a radiant serum-inspired aura.
The shimmering effect of Estée Lauder Advanced Night Repair NFT Serum
A fly in the ointment
Decentraland data show that more than 108,000 unique visitors attended the platform during MVFW. Huge success, isn’t it? Sure, yet many participants noted the poor graphics quality and frequent system failures, which made it difficult for them to fully immerse themselves in the digital environment.
The metaverse is still quite limited. What we see today is a small part of what could be achieved in the future. Just 20 years ago we had no idea what today’s Internet would look like and now we host fashion shows in the metaverse. Isn’t that exciting?
Let’s wrap up
The Metaverse Fashion Week 2022 has opened the new chapter for the world of fashion, inviting everyone to become a part of exclusive shows right from their homes, no invitations or expensive trips needed. Diversity, decentralization, e-commerce, self-expression, sustainability, robotics and community are the core elements of a new fashion era.
“A virtual social world for anyone, anywhere”, — that is how Sam Hamilton, Decentraland Foundation’s Creative Director, has described the platform, — “We just leveled up the playing field for the world of fashion and decreased the limitations”.
The mixture of fashion and technology allows us to erase the boundaries between physical and digital, bringing creative possibilities beyond the limits of material reality. Remember, everything is possible in the Metaverse.