In this article:
- Fashion week joined the metaverse.
- Decentraland launched the first Metaverse Fashion Week.
- The four-day event included runway shows, shops, and more.
There’s a new fashion week in town, and you don’t have to get on a plane to get there.
Decentraland, a 3D virtual world platform, hosted the first fashion week entirely in the metaverse. Metaverse Fashion Week took place from March 24 to March 27, 2022 and hosted a variety of major fashion labels. The Metaverse Fashion Week included runway shows, after parties, immersive experiences, and more, entirely online.
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Attendees were able to create an avatar, complete with an outfit, and navigate the different online areas of the space. Digital runways took place in the Luxury Fashion District of the show, which was reportedly modeled after Avenue Montaigne in Paris. More than 60 brandsparticipated in the fashion week. Dolce & Gabbana, Elie Saab, Etro, Dundas, Imitation of Christ, and Gary McQueen, were among the brands present.
Decentraland’s Rarible Street, meanwhile, transformed into the Rarible Fresh Drip Zone, designed to reflect New York City. There, participants could see pop-up shops from brands, some of which displayed exclusive items. Additionally, Forever 21, Philipp Plein, and Estée Lauder opened flagship stores in the metaverse. Estée Lauder, for example, allowed people to access a non-fungible token (NFT) modeled after the company’s Advanced Night Repair serum.
Some of the brands at the Metaverse Fashion Week used the opportunity to sell real- life products. The French digital fashion brand Republique partnered with accessories seller Monnier Paris to create items specifically for the event, such as custom Coach bags. After trying the products on their digital avatars, people could proceed to Monnier Paris’ site to actually buy them.
An entire fashion week held in the metaverse could reveal an increasing push to bring the fashion industry further into the metaverse. “It’s the most exciting thing for fashion since the Singer sewing machine,” said Republique’s owner, James Gaubert, at Monnier’s Metaverse Fashion Week launch party.