In the latest extension of the metaverse, brands are taking Fashion Week online in the virtual world of Decentraland. The 4-day extravaganza is complete with a full schedule of events, multiple fashion districts to explore, a variety of digital catwalks and pop-up stores on aptly-named "Luxury Street", and even after parties as some of the main attractions.
The virtual realm is intended to represent aspects of the New York, Paris and Milan's in-person Fashion Weeks, but with a futuristic overlay and much more. Any individual can easily enter as a guest to tour the venues but they need a digital wallet in order to make purchases within MVFW. To complete the experience, NFTs are widely available for sale and the event may even give rise to a next generation of digital celebrities - Sofia the Robot, a social human-like robot known for having received Saudi Arabian citizenship in 2017, is prominently featured in MVFW and virtual visitors are encouraged to snap selfies with her.
It is perhaps not a surprise that the fashion industry is one of the first industries to host such a large event in the metaverse. It gives designers an extension to be even bolder and more creative than physical limits allow for. That said, the true indication of the success of the event, and perhaps the sustainability of the digital movement in fashion, is that MVFW did not just feature a series of fashion startups looking to gain a larger/younger following but many of the most established names in the industry, including Karl Lagerfield, Dolce & Gabbana and Estee Lauder. MVFW is unlikely to displace "IRL Fashion Weeks" entirely but it has notably made an event largely reserved for the rich and famous more accessible to the masses.
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