Important Trends And Insights From This Year's Metaverse Fashion Week
April 10, 2023
Metaverse Fashion Week came back to Decentraland for the second year in a row. This year's event was hosted by Decentraland and luxury NFT marketplace UNXD. The event, which ran from March 28th to 31st, arrived in the midst of a crypto bear market, but that didn't stop an impressive 50,000 unique users from attending.
This year's Metaverse Fashion Week was full of fun things to do, like flying in a handbag or walking through a custom-made luxury mansion. The event was a sensory overload, with blinding projector lights, dancing 3D characters, and upbeat music setting the stage for MVFW 23.
In this article, we'll talk about how fashion brands took part in this year's Metaverse Fashion Week and how they used this virtual platform to show off their latest digital collections.
What is the Metaverse fashion week?
Metaverse Fashion Week is a four-day event that happens every year in Decentraland. It shows off the latest fashion trends and virtual experiences from both new and well-known designers and fashion brands.
This year's MVFW theme, "Future Heritage", brought together traditional fashion designers and the next generation of creators to showcase the potential of fashion. The event is a cross-Metaverse experience, as Decentraland collaborated with two virtual-world platforms, Spatial and Over, to provide participants with a smooth and interactive experience.
Metaverse Fashion Week in Decentraland celebrated the existing fashion industry while also looking to the future. It demonstrated creativity and diversity while also bridging the gap between the real world and other worlds. The Decentraland platform offered access to everything from runway displays to after-parties, educational discussions, shopping, music, and entertainment.
Creating an avatar and diving into the online world was simple, and the event was free and open to everyone. However, users needed to set up a crypto wallet for the exclusive chat feature.
This year's Metaverse fashion week was majorly divided into two major parts:
Visitors were met by the magnificent and futuristic Neo Plaza, which served as the epicenter of this year's Metaverse Fashion Week (MVFW). Neo Plaza, the welcome area and default starting point for guests, was precisely constructed to showcase the remarkable abilities of the Neo Designers, the future generation of fashion visionaries. Aligning with the overall theme of MVFW, these emerging designers have pushed the boundaries of creativity and innovation.
Attendees were greeted with an awe-inspiring first impression at Neo Plaza, a space which effortlessly connected them to the rest of the immersive fashion experience. The blend of technology and style exhibited in Neo Plaza wonderfully defined the spirit of MVFW, setting the stage for a compelling and unforgettable journey through the world of virtual fashion.
Luxury Fashion District
The Luxury District featured designer labels and high-end digital fashion. This lavish display area featured beautifully built virtual spaces where top fashion houses and renowned designers displayed their latest collections.
Visitors were treated to an immersive, multi-sensory experience as they wandered through the Luxury District, with dazzling visual displays, runway shows, and compelling acoustics accompanying the exclusive runway performances.
The Luxury District demonstrated how cutting-edge technology and elegant design can complement one another, elevating the virtual fashion experience to new heights. It stood as a testament to the Metaverse's infinite potential and expanding influence on the world of high fashion.
Top brands that shined in this year's fashion week
Over 60 global brands, including Gucci, Adidas, Tommy Hilfiger, DKNY, Dolce Gabbana, etc., participated in this year's MVFW. The virtual showcase allowed fashion brands to unveil their new collections and creative campaigns through immersive experiences and events such as built-in games, digital fashion shows, panel discussions and talks, digital store, integrated video displays, after party, etc, which kept attendees engaged and excited throughout the event.
One of the highlights of this year's MVFW was the virtual 'try-on' opportunities provided for avatars, which allowed users to experience the latest trends and styles firsthand. While the event attracted so many brands in Web3, some managed to stand out from the rest.
Let's take a closer look at some of the brands that stood out from this year's MVFW:
1. Clark's Arcade
Clarks, the renowned shoe brand, launched an exciting immersive experience called "Clarks Arcade", This immersive entertainment hub is situated within Decentraland’s virtual world. The virtual experience offers visitors access to a range of themed arcade games, and a gamified amusement park designed around the brand’s headquarters, visitors can do dance battles between digital avatars, and participate in unique opportunities to win digital wearables in the form of NFTs.
To create this metaverse activation, Clarks drew inspiration from its product features, including geometric shapes and patterns that represent the shoe brand’s signature fob featured on each of its shoes. The brand leveraged this experience to promote its 2023 collection, allowing visitors to immerse themselves in the world of Clarks and interact with its products in an entirely new way.
2. Tommy Hilfiger
Tommy Hilfiger, a well-known fashion brand, entered the world of interoperability with a multi-metaverse hub that is both unique and innovative. The hub, designed to mirror the brand's iconic TH monogram, offered a plethora of exciting features for its users.
These include digital fashion, art by the talented Vinnie Hagar, augmented reality (AR) features, non-fungible tokens (NFTs), a photo booth, and gaming and community-based competitions to make AI fashion.
Through this unique initiative, Tommy Hilfiger was able to gauge users responses to the brand when accessed across different platforms. By creating a virtual hub that can be accessed from various metaverses, the brand has provided an opportunity for users to interact with its offerings seamlessly. This, in turn, allowed the brand to gain valuable insights into users preferences and expectations while enhancing its reach and marketability.
3. Coach’s Giant Tabby Bag
Coach teamed up with several Web3 artists to create a special visitor experience. The brand designed a giant floating Tabby Bag that hovers over a scale model city with moving cars and trains.
But it's not just the outside that was remarkable; the inside of the bag was a psychedelic wonderland. The walls were covered with purple Coach logos and psychedelic art, which made for a beautiful setting.
Visitors to this experience could claim free wearables and discover the unexpected that lies inside the iconic Tabby bag. Moreover, Coach also partnered with ZERO10 to launch a special AR enhancement effect that was available exclusively for Decentraland users to try on through the ZERO10 app. This unique opportunity to try cutting-edge art and technology blends visitors' metaverse and physical world experiences, creating an unforgettable adventure.
Recommended reading: How are brands embracing marketing in the Metaverse?
Key takeaways from Metaverse fashion week 2023
Metaverse Fashion Week (MVFW) 2023 witnessed an extraordinary blend of technology, gaming, and fashion, providing attendees with innovative and captivating experiences. Here are some of the key takeaways from this year's event:
Web3 marketers have realized the power of gamified experiences through virtual worlds such as Fortnite, Roblox, and Decentraland. Following the trend, this year several brands offered gamified experiences and virtual giveaways during Metaverse Fashion Week.
For instance, Coach partnered with an AR fashion platform to create an immersive quest within a recreated Tabby Bag, while DKNY, Diesel, and Metaverse brand HAPE released wearable NFT airdrops for all attendees.
2. Focus on interoperability
Interoperable assets have many benefits, such as making it easier for users to access them, letting people work together easily across platforms, and making it safe to move information between platforms.
This year, Decentraland worked with the Metaverse platforms Spatial and Over to make the user experience better. This collaboration allowed all digital clothing purchases to be transferable and wearable by avatars across all three applications.
3. Shopping NFTs in Decentraland's marketplace
The Decentraland marketplace made a special tab for MVFW so that it would be easy to look through a special selection of digital clothes for the event. Apart from the usual wearables and emotes, the virtual store offered an array of exclusive MVFW products. Moreover, with the recent integration of Transak, users could conveniently check out using their debit or credit cards.
4. Interactive experiences
Metaverse Fashion Week 2023 pushed the boundaries of traditional fashion shows by offering fully immersive and interactive experiences. Attendees could engage with the designs in ways unimaginable in the physical world.
This immersive approach enabled users to explore the world of fashion from a unique perspective, transforming the way they perceive and consume fashion in virtual reality.
Web3 and Metaverse still have a long way to go
As we anticipate the next fashion week, it's important to recognize that both Web3 and the Metaverse still have a long way to go. Despite being in their early stages, with technical issues such as glitches, computer crashes, and clunky graphics, Metaverse Fashion Week 2023 demonstrated the potential of digital fashion for everyday consumers.
By bridging the gap between an exclusive event and online users, the event provided fashion brands, visitors, and retailers with unique opportunities unattainable in the real life. MVFW fostered connections, delivered remarkable virtual experiences, and cultivated a sense of community, highlighting the promising future of Web3 and the Metaverse.