Behind-the-scenes tensions over how the design will translate into De Ventraland’s virtual world, concerns about proximity to other brands, uncertainty about press coverage and who will attend and who will buy ۔
“It’s a wonderful experience coming to life,” says Evangelo Bousis, co-founder of Dundas, who recently digitized his vision for Marie J Blige’s Super Bowl performances and the first Metaverse Fashion Week (MVFW). I am attending. “We’ve all been there for the first time – that’s the beauty of it all – but you get nervous,” Boss admits. “We were concerned because this is a brand expansion and we want it to be in the brand.”
“The planning and preparation time is running out,” said Sam Hamilton, creative director of the Descentland Foundation. The digital offerings of the two big names have not yet been confirmed.
“It’s not specifically about fashion, it’s about the physical versus the digital world,” he says, referring to the changes and updates needed to embrace Fashion Week in Metawors. “This is the first time that many brands are in a virtual event. For everyone involved, this is the first time that they are participating in a virtual fashion event of this size.”
MVFW, launching this Thursday (24.03) on the virtual real estate platform Decentraland, is the largest digital fashion event to date. It is open to everyone and includes a schedule of four consecutive days of events: fashion shows, showrooms, stores, panels, virtual parties and NFT launches. With brands such as Paco Rabanne, Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, and Cavalli, it has also become a major crossover event for mainstream fashion – ready to join all digital companies such as Auroboros and DressX. Are
For both participants and observers, the event is a highly anticipated collective experience. In a way, the fact that this event exists is enough to impress. “Obviously you have high expectations, but we have to go with an open mind and take risks,” says Bondis of Dundas.
Says Shashi Menon, founder of NFT Unxd Marketplace While the desire for digital experiences has grown in recent years, there is some concern among luxury brands that technology may feel “inhumane,” he says. Get rid of some of this magic. [física] It can cause fear that they are losing what makes them special in the real world, so we are showing that it is possible to maintain and enhance it instead of changing it. “
Menon praises the brands established at MVFW that are “ready to play and experiment with the medium” which is a key point: each brand that enters space ultimately makes a statement that other brands also share. Affects. “The more successful these brands become, the more they will help dispel the ‘fear’ of other brands,” he says.
Decentraland itself will be subject to general scrutiny, as is expected of first-time visitors and developers – and will be expected to stay online once the “digital parties” are over. De Santra Land’s main competitor is the sandbox.
Metavreso, the first to enter Gucci and Adidas, for example, began developing virtual real estate in The Sandbox and will not participate in MVFW. Some sources say that the reason is that big brands have enough budget to host their own virtual events – and they do not need to share the spotlight with other brands.
“We’re trying to be very decentralized and fair to all,” Hamilton said.[Há] Too much friction between fashion brands; They do not want to be in a position with others, and they want more. We don’t want to be in a position where these brands make decisions. We don’t want to announce anything like ‘Central Event’.
Big parades still anchor the premiere schedule. Starting with the Perry Ellis Show on Thursday, there will be shows and parties hosted by Dolce & Gabbana and Philip Plain, which will showcase only digital design. On Friday, Anrealage, Etro and Dundas will be introduced, followed by an after-party of digital fashion brand Tribute Brand and DJ Icykof. On Saturday, Cider, Fresh Kutcher and The Fabricant will perform, followed by an after-party with Italian sneaker brand Hogan and DJ Bob Sinclar from NFT Market Exclusive. On Sunday, digital art producer The Vogue will be collaborating with streetwear brand Hype, followed by Digital Fashion House Placebo; Digital luxury brand Auroboros will shut down MVFW, more events will be announced.
It represents a mix of digital and physical that share the same calendar, but with different strategies. Dolce & Gabbana will showcase a specific set of clothing specifically designed for MVFW, not based on an existing collection. Etro will showcase gender neutral forms that are debuting digitally and will be sold in both digital and physical formats.
Dundas will present a 12-line show that includes some pieces from the new physical collection and others specially designed for the event. While Dundas designs cannot be purchased directly, they will be displayed in an online store. Dundas’ Bousis says that in the end, he hopes people will be able to buy both digital and physical versions at the same time.
Other physical residents intending to participate are Nicholas Kirkwood, with a makeshift shop and special wearables; As well as 21 forever Selfridges Fred Siegel; Imitation of Christ, with luxury watch brand Jacob & Co. And Estée Lauder, as an exclusive beauty brand partner.
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In addition to showcasing the digital collection, brands will open stores and plan NFT launches to increase sales during the event.
Tommy Hilfiger, in addition to showcasing his Spring 2022 collection, will sell wearable NFTs for avatars that can also be exchanged for body items, in partnership with the Boson Protocol. Unique style 3D rendering, such as Sweet Shirts and Sweet Shirts, will float among online store visitors. Dundas built a gallery-style showroom with a panther mark in the center and an area for avatars on the second floor.
Jacob & Co. will unveil the fourth issue in a series of digital watch NFTs in a temporary location, and Etro will also have a pop-up store. DressX, in partnership with Metaverse Travel Agency, will showcase some of the NFTs that are part of their Fashion for Peace collection (including the Placebo look at the top), and proceeds from the sale to support Ukrainian art, design and fashion communities. Will do. DressX co-founder Natalia Modinova says, “The off-China collection has already raised about US $ 18,000, which has been donated to the Ukrainian Ministry of Defense and the community of 3D designers.”