How the fashion metaverse is influencing fashion week in 2022

With fashion events returning in physical formats, the digital innovations and elements from virtual shows have continued to influence fashion weeks as the metaverse and NFTs (non-fungible tokens) boom shows no sign of slowing down.

Jonathan Simkhai

This week, New York Fashion Week designer Jonathan Simkhai showcased his AW22 digital wearables collection as part of Metaverse Fashion Week, an event produced by Everyrealm and Blueberry Entertainment.

Eleven of the Simkhai's new season looks were digitally reimagined for the metaverse a day ahead of his seasonal physical presentation, making the real-world designer "the first ever to show it’s Fall/Winter 2022 digital wearables collection ahead of their physical counterparts".

Everyrealm, a "metaverse real estate investor and developer", coordinated the production and is hosting an NFT sale of select wearables from the collection from 16 February.

The event saw models, influencers, celebrities, and journalists spanning fashion, tech, and lifestyle industries among the VIP guests, who appeared via personalised avatars dressed in Jonathan Simkhai ensembles.

Roksanda

Also joining the virtual fashion world this week is Roksanda, who is taking to London Fashion Week (LFW) to "bring digitisation, accessibility and innovation to fashion lovers everywhere".

Partnering with Clearpay, LFW’s principal sponsor, the label has created an exclusive demi-couture finale look from its AW 22 presentation in the form of an NFT. In partnership with the Institute of Digital Fashion, this marks the first foray into the metaverse for both Clearpay and Roksanda.

This finale look will make its debut on the runway during the 12 February show, with Roksanda adding that the digital version offers consumers "tangible access to high-end fashion that they previously wouldn’t have been able to". An AR function will also be available via an Instagram filter, which will allow consumers to virtually try-on the NFT.

Richard Quinn and Royal Salute

As fashion designer Richard Quinn unveils his AW22 collection, whisky company Royal Salute has announced a second collaboration with the designer to produce an NFT of their new drink, The House of Quinn by Richard Quinn. It is the second release in Royal Salute’s Couture Collection, a line of collectable whiskies that celebrate cutting-edge creativity in fashion.

Commenting on his design for the House of Quinn by Richard Quinn, the iconic British designer said: “I’ve always had an admiration for outstanding shows of craft, and collaborating with Royal Salute on this second release in the Couture Collection has given me the opportunity to celebrate this. Combining so many different skills in one place to make something as beautiful as this edition, from the decanter to the silk pocket square and the blend itself, has been a dream for me.”

Metaverse Fashion Week

From 24 March to 27 March, Metaverse platform Decentraland is hosting its first Metaverse Fashion Week, with fashion labels and visitors able to virtually experience fashion shows, attend after-parties, and buy and wear digital clothing directly from catwalk avatars.

With Hugo being one of the first brands to announce its participation, Decentraland’s MVFW offers a preview into how the fashion metaverse is playing out alongside traditional fashion weeks.