Virtual catwalk where avatars can buy digital garments
BRANDS occupied a virtual “space” to showcase their new season catwalk offerings and unveil fashion-centric activities, this week.
Hosted by Decentraland, a platform where users can upload an avatar and explore digital “areas” in an online village, Metaverse Fashion Week sees manufacturers dip their toe into this beguiling new world, among them Tommy Hilfiger and Hogan.
After Selfridges hosted a virtual opening “bash”, brands offered catwalk shows, with sessions where your avatar can try outfits on and “buy” limited edition ranges.
Italian shoe specialist Guiseppe Zanotti has unveiled a one-off collection of Cobra trainers, available to purchase as NFTs (Non-Fungible Tokens that effectively act as a digital asset) via Manas, Decentraland’s own form of cryptocurrency. And if your avatar is a little chilly? Purchase a DKNY trench
‘It’s a shrewd marketing tool for brands to capture a young digital-focused audience early’
coat, available in digital form only. Italian house Etro, known for its swirling paisley print, has created a distinctive new version called Liquid Paisley for life in the Metaverse only, while cult brand Philipp Plein staged a show and invited avatars – who are encouraged to wander through the virtual “village” to explore various activities – to an afterparty, where real-life DJs played music via their digital selves.
Although the Metaverse features avatars wearing clothes by the brands, most won’t find their way onto physical shop floors any time soon – the clothes are virtual and can only be purchased as NFTs rather than as actual garments.
Dolce & Gabbana – whose real-life fashion shows are spectacular sensory experiences – staged a catwalk showcase of 20 outfits, none of which will go into physical production.
Is this the future of fashion shows? Certainly, digital presentations became de rigour during the pandemic, as brands clamoured to engage audiences online. During London Fashion Week, designer Roksanda Ilincic married the two worlds by offering a virtual dress – purchased via NFTs – alongside her real-life catwalk collection.
But is NFT dressing the future? It’s a shrewd marketing tool for brands to capture a young, digital-focused audience early and educate them in their products, before users make the leap into buying the luxury goods for real.