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Decentraland Metaverse Fashion Week welcome top fashion brands

From Dolce & Gabbana to Giuseppe Zanotti, top fashion brands used Ethereum-powered Decentraland to engage with new customers in Metaverse Fashion Week.

Decentraland sponsored the Metaverse Fashion Week, or MVFW, this past weekend, a four-day digital fashion event that included wearables on virtual runways, discussion panels, and shopping experiences. Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder, and Elie Saab were among the legacy luxury labels and internet firms that took part.

Meanwhile, digital-native fashion businesses Auroboros, DressX, and Republique exhibited immersive spaces and storefronts within distinct fashion districts denoted on a map by coordinates. Like New York Fashion Week, where events may take place throughout many of the city’s boroughs, Decentraland’s MVFW took place in multiple districts.

Dolce & Gabbana puts on a virtual catwalk show

Dolce & Gabbana exhibited 20 entire ensembles of Metaverse wearables created particularly for Metaverse Fashion Week. To present the collection, they employed cat-faced avatar models, a play on the word “catwalk.” Following the presentation, the whole collection was on display in an exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District, organised by luxury-focused marketplace UNXD. UNXD and Vogue Arabia were key Decentraland partners in selecting the traditional fashion companies for MVFW. D&G recently sold a series of nonfungible tokens (NFTs) for around $6 million as part of another collection made in collaboration with UNXD.

Etro’s forthcoming collection makes its runway premiere

Etro, on the other hand, chose to showcase a real-world collection for their inaugural Metaverse fashion presentation. The collection, dubbed “Liquid Paisley,” features women’s and men’s ready-to-wear styles worn by 20 avatar models and honours one of the fashion house’s trademark designs and colour palettes. It also contains a selection of must-have accessories, such as purses, hats, and shoes. In collaboration with UNXD, Etro also set up a pop-up store in the UNXD Luxury District alongside other designer brand names.

Decentraland welcomes Italian shoe brands

Hogan- Hogan was the first Italian shoe brand to introduce NFT collections. Tod’s Group-owned Hogan released the “Untraditional” NFT line of the brand’s first-ever shoes in cooperation with Exclusible, a platform for luxury NFTs and metaverse activations. They established a pop-up store residency in Decentraland within Boson Protocol’s metaverse marketplace to sell actual things as redeemable NFTs through the Boson Portal. The five NFT artists that designed the collection were chosen by the creative firm Braw Haus.

Giuseppe Zanotti– In collaboration with the blue-chip NFT community DeadFellaz and the neuno NFT marketplace, the Italian footwear designer  developed a series of shoe NFTs for MVFW. This cooperation delivers digital-only limited-edition Giuseppe Zanotti COBRAS sneakers. The real version of these brilliant green shoes with the snake pattern was first introduced by Zanotti in 2021. While Deadfellaz offers tangible clothes through Boson Protocol, neuno is providing its neuCard VIP members with a green bucket hat, two shirts, and a bomber jacket to go with the COBRAS.

Republique sells high-end accessories

Republiqe collaborated with Monnier, a Paris-based e-commerce platform, to build a virtual accessories store within Decentraland’s Luxury Fashion District. COACH was one of the brands in the shop that converted an existing physical item into an NFT wearable. Republiqe assisted in the development of COACH’s first-ever NFT of their “Pillow Tabby Shoulder” handbag.

Republiqe, a clothing business, displayed five unique ensembles for its store and collaborated with other designers such as Axel Arigato, Ester Manas, Wandler, and Osoi. This virtual shop lets Decentraland users stroll in, look around, and buy any of the designer clothing.

Fashion NFTs are certainly a significant trend this year, with more and more mainstream designers debuting NFT collections in the Metaverse. And, as fashionistas increasingly employ NFTs to express their style on Web3 platforms and in the real world, the future of digital fashion will most certainly benefit those who were first to market.

DressX collaborated with Fendi to produce digital clothing featured in an interview spread for fashion magazine Haute Living in January, in addition to runway displays in Decentraland. It was the first fashion magazine cover in the United States to feature digital premium designer clothing on a person, with the designs available for purchase straight on the Fendi website.

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Vaishali Goel
Technology enthusiast, explorer and academic scholar. Currently exploring the crypto world. Join me in my journey to see how crypto, NFT and Metaverse will change the world.
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