There is a world parallel to ours that is developing, growing, and empowering as we speak and it is a reality that cannot be denied. The level of importance we want to give to this fact depends on us, but it is not subjective to say that the metaverse is taking more and more characteristics of what we call the ‘real world,’ from the possibility of creating a virtual version of us to being able to to buy items only usable in the digital plane. The peak moment to date for fashion in the metaverse takes place now until March 27 on Decentraland, when the first digital fashion week in history will begin.
The world of culture and art is no exception to creating digital work, we have seen how trading NFT works of art is becoming more and more frequent and accessible, not only for the expert in technology or professional artist but also for the normal person with concerns, curiosity or simply free time. Well, fashion is not spared from appearing in this new reality, and on the contrary, it has been one of the sectors that have taken most advantage of the services of virtuality to grow its domains and its reach.
And this will take place in none other than Decentraland, one of the largest augmented reality platforms in the world and the only one with a very special feature: users can do whatever they want within it with total freedom. In other words, Decentraland is a universe in itself, a planet like ours. For example, each person who wants to access it can acquire ‘the land’ they want and they will be the sole owner of it, being able to allocate them to the purpose you want. You can create a company, a game or whatever your imagination desires.
In this context, the MVFW Metaverse Fashion Week is framed, just as in the real world we have our fashion weeks, in this new reality so well-formed is also essential the existence of a space where the latest trends are exhibited and where you can create an environment similar to that experienced in real life.
To access it you won't need to buy any ticket or pass, anyone can attend the event, but in case you want to purchase any of the virtual pieces exhibited must be done through an Ethereum wallet, even having the possibility of accessing a real copy of our virtual acquisition. This will be a fashion week with all the elements of the fashion weeks we are used to, not only garments will be presented through virtual catwalks or videos, there will be showrooms, launch parties, private events, conferences and store visits. This sounds a bit abstract and the question arises as to where exactly these events will take place – well, a marketplace called UNXD, which have worked on the development of NFTs for Dolce & Gabbana, are taking care of the set design, locations, soundtrack and all the other details that must be taken into account when making an event of this nature.
Brands wishing to present their proposals on this platform can do so, and some ‘in-real-life’ brands are already taking the plunge, but the cases of firms created exclusively for the metaverse, ones like Auroboros stand out. This brand aims to challenge how we imagine the design, production and consumption of clothing, expanding the universe of luxury to unexplored dimensions and limits.
Well, this firm will be responsible for closing this first virtual fashion week with a uniquely immersive experience on March 27th, which will even include a performance by none other than artist Grimes, which will show a series of NFTs from its digital collection titled Biomimicry. This was presented some time ago at the London Fashion Week, being a pioneer in this new world of digital fashion as it was even exhibited in real-time at the V&A Museum, and it will be put up for auction. The impact of this new proposal is evident, more than 2.5 million people have experienced wearing one of the six wearable looks available from the brand.
The implementation of this type of events may sound surreal at first but it's already an important and influential part of the world we live in. However, it does not fail to generate a number of concerns about the future of the world we are used to and whether the growth of the digital world is detrimental to what's real or if they can coexist comfortably.
In the case of fashion, it raises a series of alternatives never before contemplated in an industry that has had its fundamental principles established for decades. The possibility of creating without generating waste, reducing the impact generated by fast fashion through the creation of more personal and thoughtful pieces but at the same time equally or even more accessible because they are within reach of a click, among many others. But just as it raises benefits, it also suggests doubts about the future of those who are dedicated to this profession, designers, pattern makers, stylists, suppliers... What will happen with most of the production chain if the process is terminated before reaching the materialisation of the piece?
It is a complex subject, with many nuances that need to be studied in-depth, but for now, we are left with the revolution that the first virtual fashion week represents. We will have to adjust our fashion calendars and include this meeting right next to those of Paris, Milan, or New York because the future is the metaverse and in it fashion also matters.