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Forever 21, Estee Lauder part of Decentaland’s Metaverse Fashion Week

forever 21 decentraland metaverse

Today blockchain-based virtual world platform Decentraland launched the 2022 Metaverse Fashion Week (MVFW22). 

The event will last for four days and involves the participation of over 70 brands, artists, and designers including well-established household names like Dolce & Gabbana, Estee Lauder, Forever 21, and Selfridges. Some new and emerging digital designers including The Fabricant and AUROBOROS are also participating.

Attendees can explore Decentraland’s newly created virtual Fashion District and watch runway shows featuring both physical and digital fashion collections. There will also be guest panel talks, galleries, and after-parties. 

Several brands including Selfridges, Forever 21, and Hogan are debuting virtual stores in Decentraland where customers can purchase non-fungible token (NFT) fashion pieces. Some of these pieces will be wearable within the Decentraland metaverse, providing additional utility to buyers instead of just being static images on screens.

“Metaverse Fashion Week serves as the perfect, monumental event to introduce to the world the philosophy behind everything we build. A space built by and run for by its community,” said Decentraland Foundation’s Creative Director, Sam Hamilton. “Through MVFW22, we endeavor to broaden the horizon of what ‘metaverse’ means. We just leveled up the playing field for the world of fashion and decreased the limitations. Even in the metaverse, you’ll be needing a ‘fit’.”

Recently fashion brands have been entering the NFT and metaverse sectors in growing numbers. With low unit product and distribution costs and potentially high sales prices, the NFT market is becoming increasingly attractive to traditional fashion houses. 

Earlier this month Italian fashion brand Diesel launched an NFT platform for physical and digital wearables. And in January Gucci partnered with digital character brand Superplastic to launch a SuperGucci NFT collection.

Image Copyright: Ledger Insights