Metaverse Fashion Week Was a Promising Prototype For the Future. Here’s Why.

 Metaverse Fashion Week Was a Promising Prototype For the Future. Here’s Why.


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After a month of ongoing hype on social media, digital outlets and the internet’s 2.0 and 3.0 incarnations, the very first Metaverse Fashion Week (MVFW) debuted on March 24. For others, the fashion extravaganza – taking place in Decentraland platform and showcases some of the world’s most recognizable luxury brands – targeted as a form of Web3 democratization in global high fashion.

Instead of the shows being more exclusive events available only to the best-heeled, well-connected or well-known luminaries in the industry, anyone with a Decentraland avatar can log in and post their yourself in front of the runways, read the Luxury Fashion District and attend. luxurious afterparties.

But for all the anticipation surrounding the first MVFW, the event itself is a new product with no definite proof-of-concept. And like almost everything that shook her infancy, it inspired more questions than answers. How popular is it? How useful is it in the end for fashion labels? What is the relationship between a brand’s metaverse footprint and the real -world label and its physical clothing lines? Insecurity was rampant.

Here’s my best attempt at answering some of the questions and cutting down on some of the uncertainty.

1. MVFW 2022 is the beta year

Decentraland saw 108,000 unique visitors over the four days that comprised MVFW, a number that not only represents the avatars taking part in the fashion show. In comparison, the two-annual reunion of New York Fashion Week was attended by nearly 230,000 people combined. But comparing the inaugural MVFW to its real -life counterparts is careless folly; while New York Fashion Week has been in some form since 1943, the Decentraland version was recently launched this year. In other words, it is impossible to consider the event as a success or failure based on statistics.

Related: Metaverse Fashion Week: The Future Of Fashion Shows

By many accounts, the processes have many errors. People complain about glitchy graphics, slow processing speeds and repeated browser crashes. The main events of the week – the runway shows themselves – are visible for the relatively low level of attendees and the chaotic, unregulated ways they interact with their surroundings (some journalists recounts seeing avatars of spectators crashing into runways in a bad scene). There is, all told, a kind of user experience (UX) disruption that communicates an event and world that is far from fully mature, peak form.

Instead of being very wary of all the imperfections of MVFW, however, people are better served by considering it a product in its latest form-a good prototype. Decentraland will continue to upgrade its servers and introduce updated versions of blockchain-based software, and the technology will eventually be able to seamlessly accommodate more avatars in its virtual reality world. And while the next few weeks of fashion have become more carefully planned and comprehensively realized – with the kind of learned social rules, ethics and protocols that reflect the physical world – there is no reason to doubt retaining its power.

2. The Luxury Fashion District is gearing up for a breakthrough

MVFW represented Web3’s debut for some of the world’s most beautiful brands, including Selfridges, Dolce & Gabbana, Hogan and Chufy. These brands are officially placing their flags on the metaversal platform in Decentraland by opening their digital stores in the Luxury Fashion District, located in the larger Fashion District of Genesis City in Decentraland. And while reviews for most of the week’s sartorial-themed activities run a fairly broad root, the big openings for these new “flagship” stores serve as a surprise- the presentation of possibilities for the fashion industry in the metaverse.

Related: The Metaverse Wars: What’s the Future of Social Media?

High fashion houses occupy buildings with elegant, always futuristic architecture-The hypermodern, multistory black-and-purple structure of Selfridges looks like two Zeppelin airships stacked on top of each other-a quick attention to fine detail and interiors that capture their signature style and furnishings with shocking panache (Dundas store features 3D renderings of the brand’s unmatched diamond-collared panthers). Considering how quickly it all comes together – and, presumably, how new to the metaverse most of these brands and their leadership are – this is an impressive performance.

Perhaps more than anything, it talks about how luxury fashion companies can recreate their desired in-store Web3 experiences in ways that the flat, transactional mechanics of Web2 can’t.

3. The trend in the metaverse is necessary and evolving

For all the flashy aesthetics and grandeur and circumstance of MVFW, the event relationship of the companies ’actual products remains haphazard and largely unresolved. Other brands, such as Tommy Hilfiger, offer click-throughs on their main e-commerce websites. Others, like Dundas, give store visitors the opportunity to purchase NFT wearables-clothes and accessories to be worn with their Decentraland avatars. Third, the hybrid approach allows individuals to purchase NFTs that can be redeemed for exclusive physical clothing. There isn’t a single dominant model of how to approach the financial dimension of fashion week, and many labels probably consider it more of a marketing opportunity.

Related: Luxury Brands Attempt to Join Metaverse

One of the seemingly inevitable questions I’m asking myself today is whether the fashion industry – currently an avid and aggressive early adopter of the metaverse – will use Web3 as a straightforward, thin -screen platform. for Web2 capitalism, or if it has something. more grandious and forward-thinking in mind.

While foot traffic for traditional brick -and -mortar stores continues to decline – even in unique shopping districts like Fifth Avenue – yet some consumers still crave an immersive, couture experience to walk into meticulously curated, in such environments in designer stores and looking for the perfect accessory, article of clothing or item of beauty. The possibilities for Decentraland and the metaverse to regain a sense of material conversion and satisfy a seemingly endless longing are almost limitless. Only time will tell if luxury labels are taking full advantage of it.



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