Fashion migrated to the metavers

Fashion migrated to the metavers


The first week of metavers fashion led to a greater inclusion of different audiences, who were able to participate in virtual fashion shows, access NFT laptops, learn from industry leaders and go to parties with their avatars, pointing out a possible road to the future of the fashion industry.

Not being the first virtual event dedicated to fashion, Metaverse Fashion Week stood out for attracting 70 brands, including showrooms and fashion shows, allowing some designers to debut in this virtual world, such as Colina Strada and Jonathan Simkhai, who showed his proposals for the fall. -Winter 2022/2022 through Second Life.

Metaverse Fashion Week was designed to democratize fashion access for the general public, as the Decentraland platform can be accessed from any computer, without the need for specific hardware, although, according to the WGSN, it clearly has flaws. opening up more possibilities to people. who have a cryptographic wallet connected. For the trend office, the event had “failures and successes”, but above all it showed where fashion can go, especially when interest in metavers begins to take off and technology develops – projections point that in 2026, 25% of the people. spend at least an hour a day in the metavers and have 30% of the brands have products in this space.

Brands do experiments

This week’s fashion events took place in Decentraland’s so-called Fashion District, a 550-square-meter virtual space purchased by The Metaverse Group for $ 2.4 million.


Within this area, the public could walk through neighborhoods such as the Luxury Fashion District, inspired by the Montaigne Avenue in Paris, and Rarible Street, which had the so-called Fresh Drip Zone, inspired by New York City and which serve as a backdrop for Puma and Perry Ellis’ pop-up stores.

Metaverse Fashion Week was also chosen to mark the launch of permanent brand stores in Decentraland, such as Forever 21 and designer Philipp Plein, who took the first step towards Plein Plaza, a space of more than 16,000 square meters. which it acquired in February for $ 1.2 million and which in the future should host an NFT museum, hotels and shops. During metavers fashion week, the designer presented a show, a back party and an opportunity for fans to buy portable NFTs.

This week, March 23-27, has also been a privileged space to try out the future of fashion events. It allowed consumers to easily see the parades, which are often reserved only for an elite of the rich and famous, regardless of their knowledge of the cryptocurrencies and the geographical region in which they were located.

In addition, on the side of the brands, it allowed to carry out unique creative experiences, without even having to obey the laws of physics. According to WGSN, during Metaverse Fashion Week, “the aesthetic was surreal, the catwalk mannequins were not human and the audience could be teleported between events.” A reality that should gain the same importance that social media assumed a few years ago for brand strategy.

“We’re offering a web-based experience for people to sign in, bring their avatars, and experience trendy brand content? Yes. And is that progressive? Is it exciting? I think so,” says Kadine James, creative technology specialist at Yahoo.

Metaverse Fashion Week featured 500 designer dresses such as Etro and Dolce & Gabbana and attracted 30,000 people on the first day. Dolce & Gabbana issued cats as models and released 20 NFT laptops, while Dundas presented a show with 12 dresses that could be bought in a pop-up.

[©Dolce & Gabbana]

Selfridges was successful with the launch of a flagship, similar to the one it has, in the real world, in Birmingham, with 12 NFTs with Paco Rabanne. The luxury district was filled with DKNY and Esteé Lauder ads through OOH virtual billboards, though consumers aren’t sure if there’s a place on the metavers for ads: a study found that 28% of American consumers say no and 43% consider them “a bit”. acceptable ‘, although 56% of younger respondents have a favorable view.

Like physical fashion weeks, Metaverse Fashion Week featured parties like Hogan’s, where the public programmed their avatars to dance. Also at the Metajuku Mall, Tribute Brand hosted a sari where all the avatars danced on arrival. DJ Grimes created a set to close Metaverse Fashion Week, where he put on an Auroboros jumpsuit, of which the brand has made a limited edition available for purchase.

sharpen the future

NFT digital fashion brands XRCouture and Rstless launched collectibles during the four-day event, along with physical brands such as Giuseppe Zanotti. The Italian footwear brand has launched NFT 1,000 of its Cobra avatar sneakers with NFT specialist DeadFellaz and digital fashion market Neuno. Estée Lauder gave the avatars a “radiant aura,” a free beauty metafilter that promotes her Advanced Night Repair serum. Hogan’s NFT collection, designed in collaboration with Exclusible, unlocked physical sneakers, while Tommy Hilfiger also allows customers to access NFTs for their avatars along with the physical versions.

In a review of the event, the WGSN emphasizes that “the premise of Metaverse Fashion Week

Giuseppe Zanotti X Dead Fellaz X Neuno [©Dead Fellaz]

it was a matter of dismantling the dynamics of real-world fashion week – where exclusivity reigns and only the elite have access to it – and creating a more democratized experience for the masses. While there were elements that managed to do so, concerns arose about Decentraland’s ability to handle high-definition imagery when the audience participates through home computers. Many users reported slow machines, which overheated and stopped. Locating events and navigating the platform proved difficult for many, especially newcomers to the space. As brands get into the metavers and adopt Web3, they need to make sure they reach the public and act as an educational buffer when needed. ”

For the trend office, as events like this arise, brands should experiment, but always in collaboration with those who are familiar with the concept. At Metaverso Fashion Week, the brands worked with creators from the Decentraland community, who acted as consultants. Working collaboratively or coaching internal teams to create strategies can be the difference between a rare job and an event that attracts and retains audiences. “Over the next 12 to 18 months, brands will experiment and become a pilot in the metaverse. Some may fail, but in the next two years brands will not have a free subscription. It is unlikely that a director of marketing or innovation will a brand that doesn’t have a metavers strategy has a job in the future, ”says Justin Banon, co-founder of the Boson Protocol, quoted by the WGSN.

[©Tribute Brand]

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