A digital fashion week where users can freely join and enjoy live music and fashion events hosted by dozens of famous brands. Of course, the event will be free for everyone, while having the chance to buy digital goods from the exclusive stores.
“We want to help the onboarding process, push creativity, and show everyone what is possible. We do this to show the community and other brands, ‘Hey, Decentraland is a place for shopping, everyone is wearing cool clothes and brands can release on the platform.’ It’s a way of bringing more people to the platform and making it more compelling for users.”Sam Hamilton, creative director of Decentraland Foundation
The MVFW will take place in the Fashion District area in partnership with UNXD a Polygon based luxury NFT marketplace. A big part of the Fashion District was bought by Tokens.com earlier in November in the biggest Metaverse land purchase for $2.4M. Decentraland and Tokens.com signed an agreement which grant the rights to developer building, tens, runways and towers in the Fashion District.
While there are no announcements yet on which brands are going to participate, Hugo Boss has confirmed participation after signing a partnership with MVFW partner, Boson Protocol. Traditionally, Hugo Boss was targeting Millennials at the age of 25 to 40, but the new Hugo aims for the Gen Z generation, under 25, an ideal target group for the Metaverse users.
Fashion Brands Entering The Metaverse.
There is a variety of popular brands that race to offer digital wearables in the Metaverse. Most recently, Gucci joined the Sandbox and launched an experimental initiative, Gucci Vault. The same company also sold a digital version of the Dionysus bag on Roblox, which might not be on the Blockchain, but it’s well perceived as a Metaverse.
Gucci is not the only company to rush for digital wearables, Balenciaga offers digital products for months and Ralph Lauren have established virtual stores on platforms like Zepeto and Roblox, following the likes of Nike and Vans.
The list continues with Adidas, Burberry and other major apparel brands.
That’s all we know, for now. Stay tuned for more updates for the fashion week in Decentraland .
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