Vittorio Zunino Celottofake images
Last week the first worldwide Metaverse Fashion Week began. During the virtual event, then organized by Decentraland, several major fashion brands from around the world showcased their collections. No physical shows, no physical attendees, but shows, events and even after-parties through a screen. What exactly is a Metaverse Fashion Week, and more importantly, how does it impact the fashion industry?
What is Metaverse?
Before delving into this topic, it is important to define the term Metaverse, a concept that has been used almost everywhere in recent times. The metaverse is a cross between virtual reality and a digital second life, says technology writer Brian X. Chen The New York Times† An online world in which our virtual life is as important as that of the physical world. A place where we interact with others, where we also want to express our identity through fashion, art and other objects. A world in which a Metaverse Fashion Week completely fits.
metaverse fashion week
While several events have already taken place in the metaverse, Metaverse Fashion Week is the first of its kind. From March 24-28, the event will feature some of the biggest names in fashion in a lineup of shows and digital experiences. The event will take place on Decentraland, a virtual platform that allows you to navigate with a 3D avatar. The fashion house Etro organized a virtual fashion show with virtual models, as well as brands such as Tommy Hilfiger, Roberto Cavalli and Dolce & Gabbana. This latest fashion house created a special collection of NFTs that were made available after the show, only for sale in cryptocurrency.
Shoe brand Giuseppe Zanotti has taken a similar approach, creating a limited NFT edition of its ‘Cobra’ sneakers, which can use online avatars. Digital fashion brand Republique has partnered with French boutique Monnier Frères, which sells digital fashion items in a virtual store containing around 15 brands, including Dutch Wandler. There were digital after-parties for avatars to attend and virtual movie screenings from fashion houses like Chanel and Lanavin.
everyone in the front row
The great advantage of this virtual fashion week is that you don’t have to travel for it and you don’t need an invitation for it. That makes this fashion week the most accessible yet, especially when you consider that normal fashion weeks are only accessible to the some happy of the world of fashion. All you need is a laptop or smartphone, and you’re seated first row during all the shows.
At least, during this first edition. For example, it is not yet clear whether this democratic aspect will continue to exist in the future. At the same time, democratization does not necessarily apply to participating brands. It is expensive for a brand to develop in the metaverse, so the question is whether small brands can also be part of this virtual fashion week in addition to the big brands.
future of fashion week
Although digital fashion weeks like Helsinki and London Fashion Week have taken place before, partly due to the corona crisis, the Metaverse Fashion Week is on a different level. The event hopes to become a more official virtual fashion week destination compared to the kind of one-off virtual fashion shows we’ve seen before. “We want to show people what is possible in the world of fashion in the long term,” said Sam Hamilton, creative director of the Decentraland Foundation. Forbes†
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