Fashion Metaverse Trend or Glimpse into the Future of Fashion




Metaverse has dominated the tech and social media space since last year, and now fashion seems to be moving in. Technology has impacted fashion incredibly, both in terms of business and creativity, empowering brands and designers to optimize processes whilst also allowing easy access to the audience. But metaverse presents unique opportunities for fashion, much as it does for other industries.

The first-ever Metaverse Fashion Week (MVFW) just concluded, hosted by Decentraland, one of the many metaverse platforms based on virtual reality, gaming, and cryptocurrency. The show set in the Decentraland universe featured some big names from the industry, including Dolce & Gabbana, Etro, and Dundas. At the same time, it also presented some upcoming labels like Gary McQueen and Imitation of Christ.

As expected, it was essentially a virtual presentation of clothes on virtual models. In terms of presentation, it wasn’t something completely different from reality, except anyone watching had front row access. The 3d modelled clothes and accessories presented the ideas of the collections well, underscoring how virtual presentations can be a viable option. Of course, we also got a taste of real virtual fashion shows streamed to our screens during the pandemic. It’s as if we were being prepped for this moment.




Highlights of Metaverse Fashion Week

Like real fashion weeks, the metaverse fashion week also had its highs and lows. No, we’re not talking about the collections as such but the presentations and the technological challenges some faced.

The Dolce & Gabbana show, in collaboration with UNXD, the NFT marketplace, took the metaverse experience to the next level. Instead of digitalizing regular catwalks, the show featured models in cat avatars flying around, showing the creations.

Another notable show was that of Dundas, which has already dabbled into this new world of Web3, offering an NFT earlier. However, they stuck to the traditional way of fashion shows, going with a flashy runway and models walking to the backdrop of beats. Peter Dundas explained this strategy to Vogue UK, “It is still important to create a link between the metaverse and the physical world, so my partner and I approached it like any physical show in terms of creating the looks, music, and backdrop, even styling the avatars. It’s an exciting extension of fashion that’s limitless for the imagination. Plus, it’s completely sustainable.”

NFTs were also a big part of the MVFW. Selfridges created an interactive store, showing Paco Rabbane and Victor Vasarely collection in a virtual store that looked like their Birmingham location. Interestingly, the NFTs were only for show, not sale. Tommy Hilfiger, on the other hand, didn’t show the collection in the metaverse but put its NFTs for sale.





The Future of Fashion in the Metaverse

Even though brands that have previously dabbled with the metaverse (think Gucci) were absent, the presence of big names from luxury fashion was nothing short of a stamp of approval. Of course, the metaverse is on everyone’s tongue and mind, so brands had to step in, at least those that are always on par with the latest in technology. Could it be simply a marketing strategy? Yes. Is it a more serious step towards going virtual with fashion weeks? Also, yes!

It’s no surprise that the fashion world has embraced the idea of metaverse readily, given that the virtual nature of this technology sits well with how fashion functions. It’s yet another door for these brands to appeal to a wider range of audiences, especially young ones that understand technology better than their predecessors.

Was the first MVFW a roaring success? Possibly no! Technical glitches like pixelated graphics and avatars bumping into walls point that there’s some polishing needed. However, the participation of so many fashion brands does prove that metaverse is here to stay.


La Jolie

For Elemntz