The virtual social world Decentraland has announced that it is hosting an entirely digital fashion week with the launch of Metaverse Fashion Week (MVFW), to take place March 24-27, 2022. Decentraland will present four days of runway shows, fashion experiences, pop-up shops, and afterparties, also featuring some renowned names in the global fashion world. The event will be held on property owned by Web3 company Tokens.com’s subsidiary, Metaverse Group and leased to Decentraland.

Metaverse Fashion Week will gather around multiple catwalks in Decentraland’s newest district, the ‘Luxury Fashion District,’ presented by UNXD and Vogue Arabia, to experience several fashion brands make their Web3 debut.

London department store Selfridges officially kicks off Fashion Week on March 23 with the inauguration of its flagship metaverse store. The launch features an immersive experience with Paco Rabanne + Victor Vasarely.

At the center of MVFW is a futuristic runway hosting daily shows by fashion houses, such as Dolce&Gabbana, Dundas, and Etro, as well as digital fashion brands like The Fabricant, new designers making their digital wearables debut at MVFW like Kid Super, and NFT celeb Fewocious. Collaborations between The Vogue x Hype and Sophia the Robot will also offer a glimpse into the future of A.I. fashion. The runway is surrounded by a luxury shopping area inspired by the architecture at Avenue Montaigne in Paris. It houses metaverse brand/shopping experiences by Tommy Hilfiger, Dolce&Gabbana, Elie Saab, Etro, Dundas, Jacob & Co., Franck Muller, Garrett Leight, Cavalli, Faith Connexion and Faith Tribe, Nicholas Kirkwood in collaboration with White Rabbit NFT, Merts Otsamo in collaboration with DressX, Monnier + Republiqe and Chufy.

Fashion Week activations, however, live all around Decentraland, including, fully immersive experiences, digital marketplaces, and additional brand activations which include for example an artistic experience with Charlie Cohen’s Electric Cities and The Rarible Fresh Drip Zone as an area for emerging and digital designers.

CashLabs Space will bring together a confluence of exhibitions highlighting the intersection of fashion and art from a mix of renowned artists and designers, as well as up-and-coming talent. The CashLabs team will host several fashion talks with leading names in the industry, including the official opening of the event with Alexandre de Betak.

Brands such as Dolce&Gabbana, Hogan+Exclusible, Faith Connexion and Faith Tribe + Blondish will host after-parties held in Decentraland. “Fashion and haute couture are not new to the metaverse. Decentraland has been on the cutting edge of rare and in-demand digital fashion since the launch of avatar wearables in 2020. Since that time, creators have been pushing both the technical and stylistic limits of Decentraland wearables and have created a booming economy with over $1 million in sales of avatar wearables last year,” says Decentraland Foundation’s creative director, Sam Hamilton.

“The event provides brands the opportunity to showcase NFTs and virtual products while expanding their consumer reach to a new demographic,” commented Andrew Kiguel, Tokens.com CEO and Metaverse Group executive chairman.



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