Digital Fashion Week is organized by virtual social platform Decentraland.
More than 60 international brands are taking part in the Metaverse Fashion Week taking place these days, according to Tokens.com, an investment company specializing in cryptoassets.
It is known that among the participants of the event are luxury fashion houses Dolce & Gabbana, Karl Lagerfeld and Alexander McQueen, fashion brands Tommy Hilfiger and DKNY, as well as General Motors, Estée Lauder, Guo Pei and many others. Grimes and Auroboros are invited as musical guests.
The virtual fashion week takes place at a venue owned by Tokens.com subsidiary Metaverse Group, an NFT-based real estate startup.
Unusual fashion week at Decentraland aims to create space for a new era in the world of fashion. Metaverse Fashion Week hosts new collection shows, presentations, as well as master classes, festive events and even film screenings - all in a virtual shell.
Brands and retailers are inspired by the opportunity to participate in a qualitative new development in the digital environment. Previously, giants such as Nike and Walmart have already applied for dozens of new trademarks in the metaverse.
“When I founded my eponymous brand in 1985, I never imagined that I would see a time when fashion weeks were held in a three-dimensional, completely virtual world,” commented Tommy Hilfiger at Metaverse Fashion Week.
By 2026, one-quarter of consumers are expected to take advantage of the meta-universe. Though according to the latest Wunderman Thompson Intelligence research, only 38% of active technology users today are aware of the existence of the meta-universe.