The Metaverse Fashion Week (MVFW), the first of its kind four-day event, was held on Decentraland from 24-27 March 2022. The vastly discussed event was a significant moment for the retail world, bringing together fashion and technology closer to the metaverse future with Decentraland playing host to the MVFW.
Sixty fashion brands, including Selfridges, Tommy Hilfiger, Dolce & Gabanna and Estee Lauder, showcased more than 500 looks at the event, plus more than four after-parties and artist appearances. Not to mention incredible digital moments, including runway events, designer meet-ups and tech demos.
The event was completely free, allowing visitors to purchase NFTs of the virtual runways using the platform’s native decentralised cryptocurrency MANA, through their digital wallets.
MVFW opening: Selfridges
With the opening of its flagship metaverse store, Selfridges featured an immersive experience with Paco Rabanne + Victor Vasarely. Absolutely anyone can view the NFTs displayed on the experience on Decentraland, giving a thoroughly engaging experience for visitors.
Estee Lauder’s first NFT wearable
Being the only beauty brand at Decentraland, the global beauty empire revealed its first NFT wearable at the virtual fashion event. To create a unique virtual beauty experience, Estée Lauder collaborated with Alex Box, a notable female artist in the metaverse space, to develop an original non-fungible token (NFT) wearable inspired by the brand’s #1 serum Advanced Night Repair. The most-loved serum had a limited quantity of 10,000 complimentary products, and users could claim one NFT wearable to give their avatars a superior glow.
Brytehall’s Pop-up Showroom
Emperia presented premium NFT marketplace Brytehall’s brand new conceptual pop-up showroom, ‘Fashion Eden’. The Emperia-developed experience appeared on the rooftop of the ‘Cash Labs’ Art Gallery and Screening Space within Decentraland, featuring one-of-a-kind shoppable NFTs, with part of the proceeds to benefit the Vogue Singapore Foundation.
Tommy Hilfiger’s Spring 2022 Collection
Tommy Hilfiger showcased its Spring 2022 collection at the MVFW event and extended a digital store for visitors to buy NFTs united with the label. Boson Protocol helped Tommy Hilfiger build its presence in the metaverse. Visitors could visit the label’s store within the Boson Portal.
Dolce & Gabanna
Twenty bespoke metaverse wearables, modelled by felines, were presented on the MVFW runway and at the exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District, promoting the devotion of Domenico Dolce and Stefano Gabbana to surpass the physical and digital universes with a creative vision, digital DGFattoAMano and the DGDNA 3.0.
Sophia The Robot
Sophia The Robot, the world-famous humanoid robot designed by Hong Kong-based Hanson Robotics, visited several places within the Decentraland world, including the Rarible Fresh Drip Zone.
On social media, Decentraland encouraged visitors to spot Sophia anywhere on the platform and post selfies with her on Twitter with the hashtag #findingsophiatherobot. This landed the users an opportunity to enter a special NFT giveaway.
Many brands are jumping headfirst into the Metaverse, and the MVFW was just the beginning of a retail-transforming future. Cheers to next season’s virtual shows!