Metaverse Fashion Week: What’s the first digital model experiment will look like – Vogue

Metaverse Fashion Week (Image: Playback)

Metaverse Fashion Week (Image: Playback)

At the bottom of the situation there is concern about how the design will translate into Decentraland virtual world, concerns about similarities to other names, uncertainty about the media and who who will attend and will.

Evangelo Bousis, founder of Dundas, who recently digitized the look he made for Mary J Blige’s Super Bowl show and attended the first Metaverse Fashion Week (MVFW). “We were all there for the first time – that was the beauty of it all – but you’re scared,” Bousis admits. “We were worried because it was an extension of the brand and we wanted to be in the brand.”

“The time to prepare and prepare is coming to an end. The designers took the time to commit to the final details, to be quickly executed by 50 technology companies, “said Sam Hamilton, creative director of the Decentraland Foundation. The digital presentation of the two major names in music has not yet been confirmed.

“It’s not about fashion, it’s about physical versus the digital world,” he said, while talking about tweaks and updates that need to be changed to fashion week in the metaverse. “This is the first time that so many names are on a virtual event. For all participants, this is the first time they have been involved with a virtual event of this size.”

MVFW, launched this Thursday (24.03), on the virtual real estate platform Decentraland, is the largest digital event to date. It is open to everyone and includes a timeline of events lasting four days: theaters, theaters, stores, panels, virtual parties and NFT launches. It has also become one of the biggest contenders for fashion, with names such as Paco Rabanne, Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, and Cavalli – all set to join the company. digital stores such as Auroboros and DressX.
For both participants and observers, the result is the expectation of a collaborative effort. In a way, the fact that the event happened is enough to impress. “Perfect that you have to trust, but we have to go with openness and take risks,” Bousis of Dundas said.

Metaverse Fashion Week (Image: Playback)

Metaverse Fashion Week (Image: Playback)

Shashi Menon, founder of NFT Unxd Industries, who helped introduce titles such as Dolce & Gabbana and Etro to metaverse campaigns, included this. “Although the health of digital experimentation has accelerated over the past few years, there is some concern about the luxury that technology can have ‘dehumanizing’ thinking,” he said. said. “Remove some of that magic [física] can create fear that they are missing out on something that makes them unique in the real world, so we have shown that it can retain and continue that does not change it. “

Menon applauds created the brand name of MVFW that is “to play with and experiment with medium,” which is important: every name that enters the site finally shows the description that influences for other names as well. “The more these names become complete, the more they will help eliminate the ‘fear’ of other names,” he said.

Decentraland itself will be in general scrutiny, as first-time visitors and developers have been thinking about – and expect to be online after the “digital parties” are over. Decentraland’s main competitor is Sandbox.

The first to enter metavreso, Gucci and Adidas, for example, started creating virtual homes in the Sandbox and would not join MVFW. Some say this is because big names have enough money to hold their own virtual events – and do not need to share the spotlight with other brands.

“We are trying to be super fair and fair to everyone,” Hamilton said.[Há] excessive friction between fashion types; They do not want to be around others and they all want to be as famous as possible. We do not want to be in a position where this type of decision is made. We do not want to publish something like ‘important events’. “

Large parades also affect the premiere period. Thursday begins with the Perry Ellis show, followed by shows and parties hosted by Dolce & Gabbana and Philipp Plein, which will feature digital-only designs. On Friday, Anrealage, Etro and Dundas will be on display, followed by a fashion show by digital fashion brand Tribute Brand and DJ Icykof. On Saturday, Cider, Fresh Couture and The Fabricant will perform, followed by a healthy line from Italian sneaker brand Hogan and NFT Market Exclusible with DJ Bob Sinclar. On Sunday, digital art producer The Vogue will unveil a partnership with Hype’s home-based products, based on digital fashion house Placebo; luxury digital brand Auroboros will close MVFW, with more events to be announced.

Metaverse Fashion Week (Image: Playback)

Metaverse Fashion Week (Image: Playback)

This represents a mix of digital and physical expression at the same time, but with different ideas. Dolce & Gabbana will be presenting a collection of clothing designed specifically for MVFW and not as a previous collection. Etro will introduce the gender-neutral watch that is debuting digitally and will be sold in both digital and physical formats.

Dundas will be showcasing a 12-show show that includes some of the items from the new body collection and others specially designed for the event. When Dundas design can not be purchased directly, they will be released in the online store. Dundas’ Bousis says that, ultimately, he hopes people will be able to simultaneously purchase digital and physical versions.

Other members of the body ready to join are Nicholas Kirkwood, with a temporary shop and specialty items; like Forever21; Selfridges; Fred Segal; Imitation of Jesus, with luxury watch brand Jacob & Co .; and Estée Lauder, as a unique beauty brand partner.

Watch now, watch now

In addition to the launch of digital signage, the company will open retail stores and plan NFT launches to drive sales during the event.

Tommy Hilfiger, in addition to presenting his Spring 2022 collection, will be selling wearable NFTs for avatars that can be exchanged for physical equipment, through a partnership with the Boson Protocol. 3D renderings of special designs, such as sweatshirts and sweatshirts, will float on the online store visitors. Dundas has created a beautiful theater with a panther symbol in the middle and an area for avatars on the second floor.

Jacob & Co. will unveil the fourth issue in digital series viewing NFTs in space temporarily, and Etro will also have a pop-up store. DressX, in partnership with Metaverse Travel Agency, will present some of the NFTs that are part of their Fashion For Peace collection (such as Placebo see above), with proceeds from sales to support Ukrainian art , create and avoid communities. . “The output of the chain has already raised around US $ 18,000, which has been donated to the Ukrainian Ministry of Defense and the community of 3D designers,” said DressX co-founder Natalia Modenova.

Metaverse Fashion Week (Image: Playback)

Metaverse Fashion Week (Image: Playback)

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