Maisons make their metaversal moves at MVFW, and WWD is there, reporting live (sort of) on noteworthy shows and events in the virtual world.
Virtual worlds have hosted their own fashion events before. Indeed, matters of style have loomed large in places like Second Life for years, as illustrated most recently in its own “Fashion Week” spectacle in February. But the SL showcase hinged on a single designer, Jonathan Simkhai, while Decentraland’s MVFW stands out for its traction among an expansive array of brands, including houses more at home on New York, Milan and Paris runways than digital catwalks.
Some, like Dundas, Hogan and Dolce & Gabbana, hardly had anything to showcase earlier today, intending to roll out experiences and items over time or after their runway shows open. Indeed, after D&G hit the catwalk, its Decentraland door was magically populated with its digital fare. More to come on the retail front, but for now, it’s clear that the brands took their Decentraland debuts quite seriously. Most blended the familiar feel of physical storefronts on the outside, with fantasy elements inside that aren’t possible in the real world — that is, unless Dolce & Gabbana’s brick-and-mortars feature teleportation too. Imitation of Christ at Metaverse Fashion Week in Decentraland.
I did try to say hi to one avatar whose pants I really liked. I even asked where she bought them, hoping I might be able to score a pair with some mana coin. She didn’t share.Dolce & Gabbana For their metaverse-friendly show, Dolce & Gabbana had cat-faced avatar models emerge from two giant lotus-like structures dominating the two sides of the catwalk. There was strobe lighting, enticing music and captivating digital clothing, from LED-lit broad-shouldered mini frocks to humongous puffers bearing the brand’s logo.