Tommy Hilfiger Metaverse Fashion Week

Tommy Hilfiger was one of the many brands at Metaverse Fashion Week | Source: PVH

Logging on to the First Metaverse Fashion Week

Swap your plane tickets for your Google Chrome extension, because Decentraland’s first-ever fashion week has landed in the metaverse.

Rather than being held in the fashion capitals, Decentraland’s Metaverse Fashion Week (MFW) took place from March 24 to 27 in the world of virtual reality where the 3D browser hosted over 60 participating brands and their collections, including Tommy Hilfiger, Perry Ellis, Dundas and Estée Lauder.

Instead of an impressive outfit, all patrons needed in order to attend was the necessary technology. After connecting a wallet and setting up an avatar, guests were admitted to a range of shows put on by luxury brands, which might have looked like a runway or a floating avatar showcasing a collection.

Speaking to Forbes, Tommy Hilfiger CEO Martijn Hagman, described the importance of establishing their brand in the metaverse.

“Our digital foundation was in a great place, and we are able to evolve from there,” he said.

“So far, consumers are showing an appetite for these interactions, and we are committed to being relevant on their journey.”

The fashion week consisted of four days of runway shows, after-parties, shopping and panel discussions. The Decentraland MFW was the first fashion week hosted in the metaverse. A milestone in the digital fashion space, the MFW reflects the increasing profitability of expanding into the virtual world of business, and luxury brands’ willingness to jump into the metaverse in order to connect with younger consumers.

Decentraland Fashion Week guest panel curator, David Cash, described the event’s intention to make fashion accessible in ways transcending reality.

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.

MVFW22 Guest Panel Curator, David Cash

Decentraland’s Luxury Fashion District

Influenced by Avenue Montaigne in Paris, the Luxury Fashion District was presented by UNXD and Vogue Arabia, and featured a virtual runaway and shopping area.

Replacing real-life models with avatar cats, Dolce & Gabbana capitalised on the virtual fashion week with 20 looks designed specifically for the metaverse. The cats walked a figure-eight circuit runway, pausing to pose.

Dolce & Gabanna used avatar cats to model their Metaverse looks
Dolce & Gabanna used avatar cats to model their Metaverse looks | Source: iGaming

The only beauty brand to participate in MVFW, Estée Lauder, debuted their wearable NFTs in partnership with digital artist Alex Box.

The limited-edition drop featured 10,000 NFTs available only during MFW. It was featured by an Advanced Night Repair serum which would give avatars a glowing aura.

It marks a pivotal point for Estée Lauder in how we reach and engage new and existing customers in the metaverse. The creativity, innovation and fearlessness of our trailblazing Founder has always inspired us to push boundaries.

Estée Lauder Global Brand President, Stéphane de La Faverie
Advanced Night Repair by Estée Lauder available as an NFT
Advanced Night Repair by Estée Lauder available as an NFT | Source: Global Cosmetics News

Luxury shoe designer Nick Kirkwood also participated in the event in a joint collaboration with digital artist White Rabbit. The pop-up shop involved one of Kirkwood’s classic designs, remodelled into a cartoon silhouette and displayed in different colours.

Users could take advantage of the pop-up by wearing the shoes or collecting White Rabbit x Kirkwood virtual reality artwork.

Stills from Kirkwood x White Rabbit's pop-up shop
Stills from Kirkwood x White Rabbit’s pop-up shop | Source: Footwear News

Dundas’ Runway Show

Of course, it wouldn’t be a virtual fashion week without a virtual catwalk.

Held in the fashion arena was a digital runway, launched by fashion house, Dundas. Set to a pumping soundtrack, avatars walked the catwalk, showcasing 12 looks from Dundas’ Fall 2022 ready-to-wear collection.

Dundas Fall 2022 Ready-To-Wear-Collection
Dundas’ Metaverse debut was based on its Fall 2022 Ready-To-Wear-Collection | Source: Vogue Runway

With physical and digital copies available to purchase, Dundas is making major moves in the digitisation of its products. The fashion house is set to sell a virtual version of a Super Bowl costume worn by singer Mary J. Blige as an NFT.

Mary J. Blige's crystal-embellished Super Bowl look
Mary J. Blige’s crystal-embellished Super Bowl look, set to become an NFT | Source: Vogue

With digital fashion consistently gaining traction, luxury fashion brands continue to make their mark in the ever-expanding metaverse.

Beyond being novel to consumers and profitable to fashion brands, virtual reality-based fashion offers a number of advantages; collections are sustainable and cruelty-free and aspiring designers can establish start-ups without traditional business costs.

And of course, augmented and virtual reality platforms present an incredible opportunity for established luxury fashion houses to tap into younger markets.

According to Valuates Reports, the global virtual reality market size is projected to reach more than US$26 billion by 2027. So, it’s safe to say that the growing world of digital fashion is here to say.

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