Inspired by the success in 2022 and an impressive list of designers who attended that year’s Metaverse Fashion Week, Decentraland held another event this year from March 28-31. The theme of the week, “Future Heritage”, aimed to connect the next generation of creators with traditional fashion designers.
It is the second time that leading members of digital fashion, including Zero10, DressX and The Fabricant, have participated in MVFW, although the total number of brands has decreased. There were two noteworthy shows: Dundas, who distinguished himself with beautiful avatars last year, and Adidas, who joined this year as a first-time entrant. Decentraland and HBO also participated.
actual experience
This year’s attendees were immediately faced with a problem: an iPhone or iPad Pro could not be used to enter Decentraland. That is, we lost our mobility in the real world. I had to cancel a couple of meetings and stay home.
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Also, the event Mac app didn’t work. So, you had to play the browser version of the game, which was not working properly, and you needed to clear your browser cache.
The first day there was such an influx of users that it was impossible to even visit the locations, and many users did not even see the Dundas show.
Metaverse Fashion Week or Target Market?
In addition to the show on the first day, there was a meditation with Alo Yoga, which had activities planned for each day: yoga, breathing techniques and Reiki practices. It was as if you had to get off the computer and do the practice that the coach dictated to you. This was the less obvious collaboration for Metaverse Fashion Week.
shopping life
The most interesting thing happens in digital boutiques and during fashion weeks in general: most players want to collect free clothes, which they do 24/7.
The Luxury District featured the big brands, including Dolce & Gabbana, which held a talent contest in which Katya Garnet, Nataliya Grimberg, David López and Dundas prevailed. The biggest boutiques were Tommy Hilfiger and DKNY, which are not luxury brands in the real world.
Dolce & Gabbana store at Metaverse Fashion Week. Source: ScreenMVFW.
It’s worth noting that DKNY had a large four-story boutique with a pizzeria, bar, and nightclub on the roof. It all seemed on a grand scale, but it was very sad. They could have at least put in an NPC, or even an employee that I could interact with and buy goods.
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Then we move on to the failed case of Vivienne Westwood. At the Dear Vivienne location, we could undertake a search in a boutique decorated with the brand’s tartan and a staircase with the letters “SEX”. The miracles ended there.
Adidas had a nice boutique and show too. At the boutique, you could get a free jacket, which slowed down your entire game if you wore it, but it looked nice.
The best location was Coach, which had a presentation of a tabby bag.
You entered the pink city and hopped on the bag, where each day you could take on new quests, earn a boa, and try on a bag at Zero10, a partner location.
At the end of the four days of MVFW, the participants were able to visit two DKNY and poker night parties.
MVFW’s last DKNY party, which the author attended alone. Source: MVFW screenshot.
Last MVFW, you were able to attend a Grimes concert, which looked decent and created a lot of buzz.
It’s worth noting that after the previous MVFW, luxury brands decided not to participate in the metaverse. The focus shifted to the middle, which makes sense: they need to understand what audience Decentraland is playing.
