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Fashion takes center stage in the Metaverse at Decentraland’s Metaverse Fashion Week

Jeremy Lim
24 March 2022

Decentraland has officially launched Metaverse Fashion Week (MVFW) today, featuring AI and robots, luxury wearables, 'phygital goods', immersive experiences, and more than 70 participating brands, artists, and designers coming together in the "future of fashion".

A combination of digital-native brands and luxury fashion brands such as Tommy Hilfiger and Dolce & Gabbana will showcase their wearable collections, digital spaces, and breakthrough activations in the virtual world until 27 March.

During MVFW, Decentraland will debut several community-run neighborhoods within the newly created Fashion District. At each of these locations, brands and designers will feature their catwalks, panels, galleries, and more. The mini-districts and neighborhoods include:

Luxury Fashion District

The Luxury Fashion District, Decentraland’s newest district is housed inside the current Fashion District owned by Metaverse Group. The 'Luxury Fashion District,' presented by UNXD and Vogue Arabia, will host fashion houses, brands and designers including Dolce & Gabbana, Etro, Elie Saab, Imitation of Christ, DUNDAS, Nicholas Kirkwood in collaboration with White Rabbit, Monnier Frères, Franck Muller, Gary McQueen, and AUROBOROS.

Rarible Street

Rarible Street will host a fashion street with pop-up shops with brands including Placebo Digital Fashion House, The Fabricant, Artisant in collaboration with Puma, Miss J Collection by Crypto Couture and Fresh Couture. The Fabricant will host a runway show featuring pieces selected from NFTs in Season 1 of The Fabricant Studio, its newly launched digital fashion co-creation platform.

Parcel-MetaParty Community Precinct

Parcel and MetaParty have collaborated to present the Community Precinct, which celebrates the Decentraland creator community. Fashion shows and panels, as well as mini games, DJs, music performances and parkour, feature in the multi-level space.

Dragon City

Dragon City is bringing several designers and brands from Asia, and Parcel and Metaparty Community Precinct, to champion the creators who consistently push the boundaries from the design of their wearables every day in the metaverse.

MetaTokyo

The MetaTokyo community is launching the museum "SPACE by MetaTokyo" as well as its Wearable collection, available through the Decentraland marketplace. AMIAYA x STREET Fashion photography is also launching its collections of NFTs at OpenSea in the space.

Boson Protocol

Boson Protocol technology is exhibiting their metaverse marketplace, Boson Portal, which is enabling brands to sell luxury and exclusive physical products as NFTs. For MVFW, Boson has built a boulevard of metaverse stores where leading brands and NFT projects will offer their products for sale. Participating brands includes Tommy Hilfiger, Hogan, Cider, IKKS, Deadfellaz, 8SIAN, The Rebels by House of Kalinkin, Christine Massarany, ANREALAGE, WLDFNGZ by Fang Gang, Chubbies @ Santa Monica Place x Macerich, Wonder and NGRAVE.

Metaloop

Created by Kollectiff, Metaloop is a web3 innovation and venture studio, whose unique catwalk brings to life runway shows in collaboration with DRESSX, Cider, 8SIAN, The Rebels, Christine Massarany, Anrealage, and more. The MetaLoop presented by Kollectiff will be hosting continuous shows and afterparties throughout the event. The MetaLoop event space on Decentraland also features a virtual upper deck for brands to host after-parties that can be hosted for up to an hour to extend the socialization in the metaverse.

Threedium

Threedium will host a collection of branded shops featuring 3D wearables from global brands joining in on the immersive experience including, GM (General Motors), showcasing their latest electric vehicles. “Taste of the Future," exhibited by Diageo’s test and learn space, will explore the next generation of virtual brand experiences. Nestle’s brand of Lion cereal will showcase their latest integrated media campaign featuring branded pajamas designed as virtual wearables for the fashion show. DKNY, CHARLES & KEITH, Prive’ Porter & Phygicode by Wyldflwr will also showcase their 3D products in the Threedium plaza during MVFW. Globally recognized metaverse expert, tech futurist, and top business executive, Cathy Hackl, will act as Chair during the week.

Cash Labs

Web3 Agency Cash Labs will be launching its mixed-media art gallery during MVFW. Over 20 artists and designers, including Antoni Tudisco, Krista Kim x The Fabricant, Karl Lagerfeld x The Dematerialized, Jason Ebeyer, Botter Paris, and more, will be represented by the gallery in an exhibition titled "at the intersection of Art and Fashion."

The three floors of the gallery are filled with images and video works on the walls and fashion presented as sculptures. Presented on the rooftop of the Cash Labs Gallery, SHOWstudio will be presenting five films a day during its Fashion Film Festival, from the 24th to 27th, from the illustrious archive of Nick Knight. Featuring works ranging from established brands including Alexander McQueen and Comme des Garçons.

Other brands have purchased real estate in Decentraland and are debuting their flagship stores at Metaverse Fashion Week. The following brands will become permanent residents of Decentraland at the end of the four-day event:

Selfridges will unveil its iconic flagship store on 23 March. The Decentraland store features an immersive journey with Paco Rabanne and artist Fondation Vasarely, within a space inspired by Selfridges’ iconic Birmingham store. The building itself is a giant time capsule that has mysteriously arrived in DCL the day before fashion week begins and contains important works of art from the past.

Forever 21 will be launching an all-new collection within Decentraland featuring NFT wearables during MVFW. Inspired by its signature fashion items, Forever 21’s 3D virtual clothing will be on display in a branded storefront, designed in collaboration with the Forever 21 team and the virtual architects at Metaverse Group.

D-CAVE, the lifestyle metaverse marketplace for the digitally minded community, has recently partnered with Bulova Watch to bring wearable luxury watches to the metaverse. "D-CAVE's mission is to define Digital Culture, that is why we are excited to be part of the Decentraland Fashion Week. In our space, we will engage users in a unique way, generating fun experiences on our event rooftop, showcasing our wearables and releasing our limited edition collaborations," says Stefano Rosso, co-founder and CEO of D-CAVE.

Phillip Plein is debuting Plein Plaza, a prime district covering 65 Decentraland parcels, developed by NFT Auction House and Metaverse Development Studio Portion. Within Plein Plaza, users will be able to visit Philipp Plein’s founded Museum of NFT Arts (M.O.N.A). Additionally, Plein will launch his first-ever collection originating in the metaverse, featuring a fashion show in collaboration with 3D artist Antoni Tudisco.

Estée Lauder will be the exclusive beauty brand participating in MVFW. In partnership with Decentraland, Estée Lauder has engaged Alex Box to create a signature wearable look that MVFW attendees can wear virtually on their avatars.

Hogan will be debuting a metaverse pop up store within Decentraland that will unveil the brand’s first-ever NFT drop: the “Hogan Untraditional” collection, re-edition of the brand’s iconic sneakers.

Sam Hamilton, Decentraland Foundation’s Creative Director said: "Decentraland is a virtual social world for everyone, anywhere. Metaverse Fashion Week serves as the perfect, monumental event to introduce to the world the philosophy behind everything we build. A space built by and run for by its community."

Giovanna Graziosi Casimiro, Head of Metaverse Fashion Week added: "For years the fashion industry has talked about innovating in the digital space. Decentraland's Metaverse Fashion Week enables major fashion brands to explore this new space alongside the decentralised artists and designers who created this space. MVFW22 will be a moment in time when the fashion world will witness the future of fashion, and how this world will enable them to meet new audiences, advance fashion sustainability, and reevaluate diversity and accessibility in fashion."

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