Digital fashion is here to stay

Digital fashion is here to stay

Incredible as it may seem, digital fashion has grown so fast that it already needs its own fashion week, and that means: from shows and presentations of new collections to public speaking and parties with real DJs. The inaugural Digital Fashion Week was held March 23-27 on Decentraland, a decentralized virtual social platform on the Ethereum blockchain.

Previously, Jonathan Simkhai presented his collection at Second Life on the eve of New York Fashion Week. After the show, evening skins can be purchased on NFTs to dress up the user’s avatar in Second Life.

Decentraland also hosts the first full-fledged fashion week in history, spanning five days. On the first day, Selfridges opened a store showcasing the NFT of the real fair currently taking place in London – the future of Victor Vasarely’s work and his influence on contemporary Paco Rabbane, called UNIVERSE. Players can buy NFT dresses as well as Fondation Vasarely artwork.

the next day

On the second day of Metaverse Fashion Week (MVFW), there were many panel discussions, model workshops, interviews, the opening of the UNXD luxury section and mini-games. After all, we are in gaming. And, perhaps the most important part was the two shows by Dolce & Gabbana and Philip Plein, because that’s why gamers and fashionistas alike follow MVFW.


Related: NFT Adoption: Tokens Walk the Runway at Metaverse Fashion Week

Decentraland’s graphics immediately sparked questions from many Instagram users who commented on the brand’s post about MVFW. Decentraland launched in beta in 2017, and many creators questioned the quality of the graphics, using what they had. The shows look ridiculous due to quality issues, forcing brands to only post images of skins that can be purchased in-game. For example, Dolce & Gabbana chose cats with glasses and hairstyles as their digital models. Their performance takes place in a virtual hall with a circular podium and flowers.

Each cat has its own style, and the collection echoes the brand’s authentic presentation in both the set design and the skins displayed. This season, D&G fans will be plunged into logomania in Metaverse, beaming in animal prints, down jackets, wide shoulders and sunglasses.

Philipp Plein held his show with a giant skull and pointed out the brand’s emblem. Skulls open, tongues open, showing models on the catwalk. Philip Plein fans can expect to wear glowing glasses or breathing masks, helmets with cat ears, down jackets, wings and bathrobes this Metaverse season.

On the brand’s website, skins just off the runway start at $1,500 for Moon $urfer and go as high as $15,000 for Platinum $urfer. These skins have a special treat: a small skeleton sitting on their shoulders – presumably to justify the cost.

After the show, everyone was invited to a party, and Plein streamed himself to the party from home and boasted on Instagram that his outfit was the first in the metaverse. The designer wears his brand’s custom skin: a helmet with cat ears. Obviously, Metaverse Fashion loves cats.

In addition, many brands have opened digital boutiques in Metaverse. In the luxury section, shoppers will find Dolce & Gabbana and Philip Plein, as well as luxury watch boutique Jacob & Co and a store selling Hèrmes Birkin bags. If not a Birkin bag and a watch, are there other ways you can emphasize your place in the metaverse?

RELATED: NFT fashion catwalks as designers launch in Metaverse

Jacob & Co has launched “Astronomia Metaverso,” a collection of non-fungible tokens (NFTs) that includes eight watches, one representing a planet in the solar system. “Watches of the five closest planets to the sun (Mercury, Venus, Earth, Mars, Jupiter) have been produced as one-of-a-kind physical watches (including the watch’s NFT), while the three most distant planets (Saturn, Uranus, Neptune) has been split into multiple digital variants.”

day three

On the third day, there was an Etro show and a presentation of the Dress X collection. The Etro show was the biggest failure of the entire MVFW, as the mediocre avatar looks and the brand Buta’s mediocre outfits were enough for a digital collection in the Metaverse. The show was held in the same place as Dolce & Gabbana, but with less special effects, less brilliance and style.

Audience behavior was far from perfect—many users just rushed near the stage and ruined the show. Clearly, the organizers had no technical limitations to prevent this from happening, or didn’t anticipate it. Fans didn’t like the show and ripped up the show for the series.

fifth day

On the last day, Estee Lauder, the first cosmetic brand to shine in Metaverse, showed off. They showed a product that gave Avatars a golden shimmery veil that looked amazing. As a smart branding move by Estée Lauder, it’s giving away gold glitter for free — and users are delighted, and their avatars sparkle.

There’s also a Dundas brand show where dresses with ties and glitter disappear from your avatar. There’s really nothing particularly standout about it: it repeats the physical collection, toying with the concept of dressing itself up. Now users can dress up their avatars. The models they use are more user-friendly and less clunky.

The final chord was an Auroboros x Grimes immersion party performed by Grimes. Everyone knows that her moves are much better than standard Avatars, and even better than the models on the catwalks in this Metaverse. She was wearing a snake-scale suit with long braids. It looks like Grimes has lived in the Metaverse for a long time – she’s just getting used to it.

Watching MVFW for five days, it was cool to see so many brands involved in this new chapter in the history of the fashion industry, even if they couldn’t predict the outcome of this experiment. The shows don’t look what the brands expected, as the publications on their social networks suggest. This is because brands post the best photos from the show, rather than the reality of pixelated avatars and simple looks.

Perhaps these graphics were created specifically to make onlookers feel nostalgic, only then can we wow us with stunning results and the evolution of MVFW’s future look, even with real impressions of the clothes and the models wearing them.

All we can do is hope that the next fashion week will be more technologically advanced and that Balenciaga will join the list as it seems to be the pioneer of digital fashion in the luxury world.

This article does not contain investment advice or recommendations. Every investment and trading move involves risk and readers should do their own research when making a decision.

The views, thoughts and opinions expressed here are solely those of the author and do not necessarily reflect or represent the views and opinions of Cointelegraph.

Inna Kombarova is the founder of the popular fashion telegram channel Mamkina. In 2019, she quit her job as head of industrial sales at a well-known climate firm to start working full-time in fashion media.

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