From Dolce & Gabbana to Tommy Hilfiger, fashion companies are increasingly turning to the metaverse at Decentraland. This allows major brands to interact with new consumers in this virtual experience. Last weekend, Decentraland hosted Metaverse Fashion Week. The four-day event featured runway shows on virtual runways. Many traditional luxury brands and digital brands participated, including Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab.
Dolce & Gabbana and Etro open ephemeral stores
Digital fashion houses Auroboros, DressX and republiqe have opened stores in fashion districts in the metaverse. At New York Fashion Week, events can take place in different parts of the city. It’s much the same with Decentraland’s MVFW, which materialized in different neighborhoods of the metaverse.
Dolce & Gabana unveiled 20 complete outfits for the metaverse that they designed specifically for Metaverse Fashion Week. The brand used avatars with cat heads to present the collection. After the show, the complete collection became visible in a Dolce & Gabbana ephemeral boutique in the fashion district of Decentraland. UNXD, as well as Vogue Arabia, were the main partners of Decentraland for this event.
Recently, D&G sold a series of NFTs for approximately $6 million as part of a collection created with UNXD. D&G’s next step in the metaverse is the launch of the DGFamily community. NFT DGFamily holders will receive airdrops from this MVFW collection.
Etro, on the other hand, has decided to present a real-world collection for its first fashion show in the metaverse. Called “Liquid Paisley,” the collection consists of ready-to-wear outfits worn by 20 meta-models and celebrates one of the fashion house’s iconic prints. It also includes a range of accessories. Indeed, bags, hats and shoes are also included. Also in partnership with UNXD, Etro has set up a pop-up store in the UNXD Luxury District full of other designer boutiques.
Luxury shoes and accessories to approach the metaverse in style
Two other Italian brands, Hogan and Giuseppe Zanotti, have launched NFT collections for the occasion. In collaboration with Exclusible, Hogan launched the NFT “Untraditional” collection of the brand’s first ever sneaker. They also set up an ephemeral boutique in Decentraland during the event.
Italian designer Giuseppe Zanotti also launched a series of NFT sneakers for MVFW. This collaboration with DeadFellaz called “COBRAS” was released as a digital-only limited edition. Deadfellaz also offers apparel via the Boson protocol to go with COBRAS.
The metaverse fashion house republiqe is also on board. It has partnered with the Monnier platform to launch an accessories store in the Decentraland fashion district. The American brand COACH was present in the store to convert a physical item into an NFT accessory. In fact, republiqe helped COACH create its very first NFT of the “Pillow Tabby Shoulder” handbag.
In addition, republiqe presented five custom outfits for its store. The brand also worked with other designers, including Axel Arigato, Ester Manas, Wandler and Osoi. The brand’s virtual store allows Decentraland users to enter, view and purchase any garment.
Fashion NFTs are clearly a big trend as more mainstream designers launch NFT collections in the metaverse this year. As fashionistas increasingly use NFTs to express their style on web3 platforms and in the real world, the future of digital fashion will likely favor those who have the advantage of getting there first. So that’s it for ugly sweaters on Decentraland!
