This is a new step in the relationship that unites the world of fashion with the metaverse. On Thursday, March 24, the first edition of Metaverse Fashion Week opened. On the program: Seventy brands occupy the MVFW22 calendar (for Metaverse Fashion Week 2022), from Dolce & Gabbana to Etro, Tommy Hilfiger, Paco Rabanne, Elie Saab, Hogan, Philipp Plein or Roberto Cavalli. Claws, which for the most part had already set foot in this submerged universe. Like the Italians from Dolce & Gabbana who unveiled a collection of nine NFT haute couture pieces in Venice last August. If parades were the main element of this dematerialized fashion week, conventions, store openings (think Selfridges), NFT collection launches and other immersive experiences completed the offering.
Specifically, the event took place in Decentraland, a virtual reality platform with free access. This fashion week was open to everyone and to access it, every visitor had to create their avatar. Dolce & Gabbana marked the first day with a digital show featuring 20 men’s and women’s silhouettes using the house’s codes (zebra and leopard patterns, D&G logos, etc.). The next day, at Etro, the parade celebrated the new “liquid paisley”: a contemporary version of the paisley pattern, the house’s signature. “I decided to launch the new Liquid Paisley Capsules in Metaverse, where everything is possible. This is a strong message from ETRO: a collection without gender limits in a fashion show that will be accessible to everyone ETRO has always embodied the spirit of travel and for us, this will be another journey into the magic of the metaverse,” explained Veronica Etro, Creative Director of the Women’s Collection.
Beyond the creative experience, the event also had a commercial impact. An erzatz on Avenue Montaigne has been renamed “Bosson Portal – Fashion District” designed to allow brands to sell virtually virtual and very real items. Something to entertain and entice the new generation of consumers.
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