Fashion Week Kicks Off in the Metaverse With Big Names Going Virtual

Key Insights:

• Decentraland (MANA) is back in the news, with Fashion Week in full swing.
• In February, Vogue Business announced a 4-day Fashion Week in Decentraland.
• The collaboration between fashion, digital assets, and the Metaverse will continue to test the boundaries.

In February, FXEmpire reported news of a 4-day Fashion Week in Decentraland (MANA). The MVFW 4-day extravaganza will allow global brands and visitors to attend fashion shows virtually. Events will include live music and after-parties.

Fashion Week Takes the Industry to the Metaverse

On Wednesday, London retailer Selfridges opened its flagship Metaverse store to kick off #MVFW. The Selfridges flagship store is located on London’s famous Oxford Street and opened its doors in March 1909.

It is the second-largest shop in the UK behind Harrods and even featured in the 2017 movie Wonder Woman.

The iconic London retailer @Selfridges officially kicks off #MVFW with the opening of its flagship metaverse store. Featuring an immersive experience with Paco Rabanne + Victor Vasarely, start your Fashion Week with maximum style! pic.twitter.com/x4r9UzT1fj

— Decentraland (@decentraland) March 23, 2022

Over the 4-day event, more than 60 fashion brands, 500+ looks, 4+ after parties, and many artists will attend the event ending March 27.

Following the Selfridges virtual flagship opening, a full 113 years after the original, Estee Lauder debuted today, with other big names hitting Twitter to announce their arrival at MVFW.

Beauty brand @EsteeLauder makes a debut at @decentraland's Metaverse Fashion Week 2022. #MVFW pic.twitter.com/dauKDgp3KO

— k17n (@_kevinmp) March 24, 2022

Tommy Hilfiger also took to Twitter today, tweeting,

“Inspired by the next frontier of digital technology, #TimmyHilfiger will be adopting @BostonProtocol during #MVFW in @Decentraland to enable the sale of physical items as #NFTs in #BostonPortal.”

"Inspired by the next frontier of digital technology #TommyHilfiger will be adopting @BosonProtocol during #MVFW to enable the sale of physical items as #NFTs in #BosonPortal"

Live at 1pm UTC, 24th March
🚀🚀🚀🚀🚀 https://t.co/7ee1wubNnl pic.twitter.com/RPNv97xWzy

— Boson Protocol 🪄📦 (@BosonProtocol) March 24, 2022

#MVFW Twitter activity demonstrates the power of the Metaverse and how fashion’s global expansion can accelerate through a virtual footprint.

At MVFW, attendees can also buy and wear digital clothing, with some digital catwalk collections redeemable for physical pieces.

2022 Looks Set to Become a Defining Year for Virtual Fashion

The start of #MVFW follows news of Space Runners announcing $10 million in financing to build an end-to-end Fashion Metaverse.

For the fashion world, MVFW is a big event and will be the start of something spectacular. In recent months, big fashion names have embarked on the virtual journey.

Last month, Victoria’s Secret filed trademark applications to join an ever-growing list of big names to enter the Metaverse. Victoria’s Secret followed big names in fashion and beyond, including Warner Music Group, McDonald’s, and Gucci.