Style in the metaverse! – From Dolce & Gabbana to Tommy Hilfiger, fashion companies are increasingly turning to the Decentraland metaverse. So the big brands can interact with new consumers in this virtual experience. Last weekend Decentraland hosted the Metaverse Fashion Week† This four-day event consisted of parades on virtual runways. A range of traditional luxury and digital brands took part, including Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab.
Dolce & Gabbana and Etro open pop-up stores
Digital fashion houses Auroboros, DressX and republiqe are open stores in metaverse fashion districts. In New York Fashion Week, events can take place in different boroughs. It’s kind of the same for Decentraland’s MVFW, which came about in different neighborhoods from the metaverse.
Dolce & Gabana revealed 20 outfits metaverse outfits designed especially for Metaverse Fashion Week. The brand used cat face avatars to showcase the collection. After the show, the complete collection became visible in no time pop-up shop Dolce & Gabbana in the fashion district Decentraland. UNXD, together with Vogue Arabia, were the main partners of Decentraland for this event.
Recently, D&G sold a range of NFTs for approx. 6 million dollars as part of a collection made with UNXD. D&G’s next step into the metaverse is the launch of the DGFAmily community. DGFamily NFT holders receive air drops from this MVFW collection.
Etro, on the other hand, decided to present a real-world collection for the first time fashion show in the metaverse. baptized “Liquid Paisley”the collection consists of ready-to-wear outfits worn by 20 meta mannequins and celebrates one of the fashion house’s signature prints. It also includes a range of accessories. Indeed, there are also bags, hats and shoes. Also in collaboration with UNXD, Etro has set up a pop-up store in theUNXD Luxury District full of other designer shops.
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Two other Italian brands, Hogan and Giuseppe Zanotti, have been launched NFT Collections for the occasion. Hogan launched the NFT collection in collaboration with Exclusible “Non-traditional” from the very beginning sneaker of the brand. They also set up a pop-up store in Decentraland during the event.
Italian designer Giuseppe Zanotti has also launched a line of NFT sneakers for MVFW. This collaboration with DeadFellaz is called “COBRAS” came out limited edition only digital. Deadfellaz also offers clothing through the Boson Protocol that matches the COBRAS.
The metaverse fashion house republiqe is also in the game. It has joined forces with the Monnier platform to create a accessories shop in the fashion district Decentraland. American brand COACH was on hand to convert a physical item into an NFT accessory. Indeed, republiqe helped COACH to make its very first handbag NFT . to make “Kissing Tabby Shoulder”†
In addition, the republiqe . presented five outfits custom made for his shop. The brand has also collaborated with other designers, including Axel Arigato, Ester Manas, Wandler and Osoi. In the brand’s virtual store, Decentraland users can access, view and purchase all clothing.
Fashion NFTs are clearly a big trend as more mainstream designers launch NFT collections into the metaverse this year. Like the fashionistas are increasingly using NFTs to express their style on web3 platforms and in the real world the future of digital fashion is likely advantageous for those who have the advantage of arriving first. So it’s really over for ugly sweaters on Decentraland!
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