Metaverse Fashion Week (MVFW), scheduled for March 28-31 in Decentraland has revealed its line-up.
The Luxury Fashion District sponsored by immersive art & culture platform UNXD will house virtual storefronts from many of the global brands that debuted at last year’s event. However, there will be increased focus on co-creation, collaboration and community input.
Alongside daily product drops, the Tommy Hilfiger experience will feature artificial intelligence (AI) generated fashion —gaining ground among IRL brands with designers like Christopher Kane using AI to create some of the prints he showed at this month’s London Fashion Week — plus a community competition with the winner chosen by Mr Hilfiger himself.
Dundas is partnering with DRESSX on wearables, and UME for its avatars while the Dolce & Gabbana space will exhibit winning designs from Future Reward, its digital design competition spotlighting emerging talent with the creation of a co-branded wearables collection. DKNY will host an art gallery, pizzeria and rooftop lounge dubbed DKNY.3.
Testament to the evolving nature of web3, are new additions in the shape of Korean beauty brand Amorepacific and U.S. jeweler Ben Bridge.
adidas Virtual Gear digital wearables NFT capsule collection
Perhaps the most eagerly anticipated new entry is adidas which, according to a statement from DCL will debut a community focused experience bringing together owners of its Virtual Gear digital fashion collection and Decentraland users.
VP of the adidas /// studio, Erika Wykes-Sneyd, elaborated during an exclusive interview on Friday prior to her participation in NFT Paris. “We’ve worked with Decentraland so the wearables will move into their ecosystem so holders will be able to wear their items,” she revealed.
Virtual Gear NFT holders will receive an exclusive 3D twin of their Virtual Gear piece for their Decentraland avatar to wear inside the virtual world.
Currently, adidas’ Virtual Gear is limited to use on PFPs such as Bored Ape Yacht Club so this makes Decentraland the first place where it becomes a (virtual) reality — made possible via DCL’s newly developed Linked Wearable feature as previously reported.
Also on the activewear side, Alo Yoga will host yoga and meditation sessions in DCL. The brand entered the web3 space earlier this month, releasing NFTs to owners of its Aspen Ski collection and also launched a virtual store.
MVFW is reprising its partnerships with digital fashion houses DRESSX and The Fabricant — the former on a flagship store and two DCL specific wearables and the latter on a project with two community creators, RuRingoM and Siki plus its first custom Emote.
Digital fashion platform Altr, a member of the first cohort of the Outlier Ventures x Farfetch Dream Assembly Basecamp start-up accelerator will stage a culturally geared activation.
Mirroring the recent IRL London Fashion Week which was dedicated to the erstwhile Queen of Punk, there will be an immersive installation designed by art collective Vuelta in tribute to the late Vivienne Westwood.
Dolce & Gabbana x Decentraland Metaverse Fashion Week.
Elsewhere expect experiences from COACH which is teaming up with web3 artists, British shoe brand Clarks ‘Clarks Arcade’ nostalgic activities including video games, dance battles and vintage fairground rides. Gaian, the wearables startup behind the world’s first energy generating sneaker, will unveil a digital store and Diesel and HAPE will throw an interactive party with wearable NFT airdrops.
HBO’s The Hype Season 2 winner, Winston Bartholomew Holder III, aka Barth, will showcase a collection and Miami Fashion Week will be the first globally recognized Fashion Week to participate hosting events, panels, and runway shows.
As reported, MVFW 2.0 will demonstrate the potential of interoperability between open metaverses with satellite runways and happenings taking place in Spatial and OVER.
“This year we are incredibly honored to continue the legacy of Metaverse Fashion Week. We are seeing the return of many luxury fashion houses, and also the emergence and elevation of digitally native fashion. We are excited to see some of the world’s greatest fashion minds engaging in the future of fashion, and what it can mean for their communities,” said Dr. Giovanna Graziosi Casimiro, Head of Metaverse Fashion Week in a statement.
