The first Metaverse Fashion Week (MFW) in history celebrated in Decentraland seems to be a total success. The platform has not still published the dates of assistance, but due to what we have seen on social media, society has gone mad with this futuristic way of showing fashion. Moreover, Decentraland has taken the opportunity to be more successful and has organized some concerts and DJ sessions with artists like Grimes, Nicki Nicole, and Bob Sinclair.
Apart from music, fashion has, obviously, been the protagonist of this event. We were witnesses of Dolce&Gabbana’ s parade inspired by the brand’s latest collection in Milan Fashion Week but with a futuristic touch. Other brands have taken the opportunity to get closer to young generations. The fashion brand’s enthusiasm to participate in this digital fashion week demonstrates how important is to get metaverse and NFT (non-fungible token) for them.
Puma’s wedding dresses were designed by Regina Turbina
Regina Turbina is a digital fashion designer who has collaborated with Puma during the MFW. This collaboration consisted of four wedding dresses inspired by Puma and launched in Decentraland. Turbina “is one of the female designers paving the way for women in the web3 space” as Puma confirmed on its Instagram account.
These dresses are now being worn by some international artists like Thalia, who posted a picture in her Instagram account wearing one of the dresses that composes the collection. Nevertheless, Thalia was wearing a digital dress, it was not her avatar, the picture was of herself. This also demonstrates that digital clothes designed for being showed off in social media could be gaining more importance in the industry.
Moreover, Regina Turbina, which Instagram account is @digital.fashion.princess, has said that “half of the funds collected from the drop will be donated to international charity organizations supporting women”. With this, they are making this digital event more solidarity and supportive of society in real life.
New stores in Decentraland
Estée Lauder has been one of the fashion and luxury brands that decided to open a store in Decentraland during this MFW. Due to all the creative opportunities that the digital scene offers, the store was an enormous recreation of one of the most iconic products of the brand: The Advanced Night Repair Serum Synchronized Multi-Recovery Complex. Also, as Decentraland has confirmed, “the beauty brand has planned several future events at their metaverse headquarters later in the year”.
Etro’s fashion show
On Friday 25, the Italian fashion brand Etro presented its digital collection during the MFW too. On Thursday users experienced the magic and surrealist of Dolce&Gabbana, but Etro offered a different show.
Under a pink shower of stars, Etro presented 20 looks worn by different avatars during the parade. Clothes were designed with one of the most iconic prints of the Italian house, the Paisley. Also, the Italian brand decided to open a store in Decentraland. There, users had the possibility to try on clothes from the collection for free. In other words, Etro democratized luxury fashion clothes.
The combination of fashion and music
Being the first Metaverse Fashion Week must not be easy. But Decentraland has known how to organize it. As if the parades were not enough, some international singers offered concerts in collaboration with a few brands. The Argentinian singer Nicki Nicole was in charge of closing the eventful day that was Saturday 26 with a concert during an after-party. Also, Bob Sinclair offered a remarkable DJ set in collaboration with the fashion brand Hogan, which was presenting some shoe designs during the event.
But it was Grimes the one that closed Metaverse Fashion Week with a digital concert on Sunday 27. In collaboration with the “first fashion house to merge science and technology with physical couture”, as it is defined on its website, Auroboros.
They offered an immersive experience due to the architecture and design chosen: it was like getting into the cocoon of a butterfly where different pieces and garments were exposed under a purple rain. After that, Grimes’ avatar started the concert demonstrating that the digital world is not just fashion’s future. In fact, it can be music’s future too.