Metaverse Fashion Week

The biggest names in fashion are now coming to life at your fingertips as Fashion Week turns digital and enters the metaverse. Think your favorite fashion event of the year meets an animated movie. Decentraland held the first ever virtual reality Fashion show and Week. Decentraland is the first fully decentralized virtual world. In this virtual world, control is handed over to the people who create and play in this virtual space. Through the Decentralized Autonomous Organization — or DAO — you are in control of the policies created to determine how the world behaves.

Over the course of March 24-27, Metaverse Fashion Week covered various runway shows, after-parties, immersive experiences, shopping, panel talks, and much more — all in the metaverse. Opening events started on the evening of March 23. The events held 60+ participating brands, artists and designers, from a combination of legacy luxury fashion and digital-native brands.

Participating brands include virtual fashion trailblazers like DressX and Auroboros, along with real-world notable designers like Dolce & Gabbana, Tommy Hilfiger, Elie Saab, Nicholas Kirkwood, Perry Ellis, Imitation of Christ, Estée Lauder, Etro, Hogan, Dundas and many others.

Guest Panel curator, David Cash explained the event: “we’ve sought to present fashion in every form possible, from runway shows to retail experiences, fashion presented as art, film, photography, and even fashion presented in ways that extend beyond the confines of reality—as, in the metaverse, anything is possible.” Attendees were able to dress in their avatar and attend the catwalks “in person”, simulating a show as if they were really there; not to mention, everyone is VIP in the metaverse.

Many big name brands purchased real estate in Decentraland to set up metaverse headquarters including Forever 21, Estee Lauder and Philipp Plein. Forever 21 created an exclusive collection of Wearables just for the metaverse. Philipp Plein debuted Plein Plaza, with the Museum of NFT Arts (M.O.N.A). Additionally, Plein launched his first-ever collection originating in the metaverse, featuring a fashion show on a special catwalk in collaboration with 3D artist Antoni Tudisco. Estee Lauder used this as a marketing platform for its #1 serum, Advanced Night Repair. Users could enter the Advanced Night Repair “Little Brown Bottle” to unlock Proof of Attendance Protocol celebrating the event and claim one NFT Wearable that gives their avatar a glowing, radiant aura inspired by the serum.

This virtual platform was an innovative way for fashion and beauty brands alike to promote their line.

There were also panel talks from a variety of experts in the fashion and digital world.

This week was a mark in fashion and technological history as digital and physical worlds continue to collide to create artistic masterpieces beyond comprehension.