Metaverse Fashion Week has been taking place this week with around 70 apparel brands showcasing NFT catwalk collections in Decentraland’s blockchain-based virtual world.
Brands such as Estée Lauder, Tommy Hilfiger, Dolce & Gabbana and Forever 21 have all participated in the five-day virtual fashion event, which ends on Sunday 27 March.
By visiting the website and connecting an Ethereum wallet, or simply playing as a guest, anyone can experience Metaverse Fashion Week.
The site provides coordinates to the different corners of the neighbourhood where users can experience galleries, runway shows and talks, as well as places for purchasing digital wearables such as Selfridges’ first meta department store (pictured).
A performance by musical artist Grimes, in collaboration with Auroboros, also features as part of the schedule, along with films by Chanel and Lanvin, shown in a digital movie theatre.
Metaverse Fashion Week has been taking place in Decentraland’s Fashion District on ‘parcels’ of virtual land sold to digital real-estate agency, Metaverse Group in 2021 for a reported $2.4m.
In February 2022, the company acquired another 49 ‘parcels’ bringing its land ownership in Decentraland’s Fashion District up to the equivalent of 450,000 sqft.
“With the increased focus on fashion in the metaverse, we are strategically increasing our ownership in the Fashion District of Decentraland through land that is contiguous to the land we own that is hosting Decentraland’s Fashion Week,” said Andrew Kiguel, CEO of Tokens.com and executive chairman of Metaverse Group.
“This purchase makes us the largest owner of contiguous property in the Fashion District. This is inline with our vision of building the marquee shopping area in the metaverse to attract retailers and visitors.”