Minnie Wang
Mar 24, 2022

Could the next style capital rise in the metaverse?

Decentraland hopes to join Paris, London, New York, and Milan as a style capital and many, many brands are joining in.

Could the next style capital rise in the metaverse?

Coco Chanel once said, "fashion changes, but style endures". Now the Metaverse seems to be proving her right once again. 

From 23 to 27 March, Decentraland is hosting the first-ever Metaverse Fashion Week #MWFW, moving shows from runways to the metaverse. MWFW has attracted over 50 brands, including Estée Lauder, Philipp Plein, DKNY, Hogan, Dolce & Gabbana, Tommy Hilfiger, Karl Lagerfeld and Forever 21, to join the virtual parties of fashion.  


Claiming that “everyone’s a VIP in the metaverse”, Decentraland Foundation’s creative director, Sam Hamilton, said in a press release that, “Through MVFW22, we endeavor to broaden the horizon of what ‘metaverse’ means. We just leveled up the playing field for the world of fashion and decreased the limitations.”

Selfridges virtual flagship store inspired by Birmingham Selfridges building

Luxury department store Selfridges partnered with Fondation Vasarely, a museum in the south of France, as well as Paco Rabanne, to launch a virtual flagship store on March 23 in the virtual world. 


Estée Lauder partnered with Alex Box, an NFT artist, to create NFT wearables inspired by the brand’s iconic Advanced Night Repair (little brown bottle). 


Hogan worked with premium NFT platform Exclusible to launch an "untraditional" afterparty and what it claims is the first metaverse dance competition. 


The virtual fashion week also includes virtual events to discuss a more sustainable future for the fashion industry, which is the second most polluting industry, according to the United Nations Conference on Trade and Development.

Unlike its NYV and Paris counterparts, this virtual fashion week doesn't require a plane ticket and is open to all by logging in to Decentraland. 

 

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

40 Under 40 2024: Mamaa Duker, VML

Notable achievements include leading VML through a momentous merger, helping to reel in big sales, and growing WPP’s ethnic and cultural diversity network by a mile.

17 hours ago

Will you let your children inherit a world without ...

A raw, unflinching look at the illegal wildlife trade, starring Ray Winstone, will force you to confront the horrifying truth... and act.

19 hours ago

Campaign CMO Outlook 2024: Why marketers still want ...

In the second part of the Outlook series, global marketers weigh in on Amazon Prime’s move into ad-tier streaming, how video-on-demand will reshape strategies, and where it's still falling short.

20 hours ago

Jaguar's identity crisis: A self-inflicted wound ...

Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, says Resonant's Ramakrishnan Raja—and it risks destroying the marque entirely.