Metaverse Fashion Week Reveals an Emerging Future of Digital Style

Unless you're lucky enough to have a press pass and live in NYC, Paris or Milan, you don't have the opportunity to attend any sort of Fashion Week events. Seeing the pictures afterwards has its value, but there's something to be said for the immersive experience of interacting with models and the runway in 3 dimensions. Many of the emerging technologies of web3 are opening up new opportunities for interaction in the fashion world, creating more interactive experiences that reduce some of the exclusivity that has long plagued traditional fashion weeks.

Metaverse Fashion Week is demonstrating one such potential future of fashion events, featuring runway shows, parties and panel discussions all within the user-owned metaverse that is Decentraland. The events began on March 24th, and go throughout this weekend on March 27th.

Using the technology provided by Boson, brands from Tommy Hilfiger to web3 native IP like Deadfellaz have the opportunity to sell both digital and physical versions of their garments. Cider, IKKS, Deadfellaz, 8SIAN, The Rebels by House of Kalinkin, Christine Massarany, ANREALAGE, Wildfangz by Fang Gang, Chubbies@Santa Monica Place x Macerich, Wonder, and NGRAVE are just some of the IP represented during the shows this weekend, head to this link for information about every event and the location of each brand within Decentraland.

Many of the experiences through MVFW exist in a purgatorial space between the physical and the digital, integrating components from each with a new sort of asset: phygital. TOMMY HILFIGER, for example, is virtually showcasing its Spring 2022 collections and hosting a digital retail platform in Decentraland where consumers can both shop for NFT wearables for their avatars or—thanks to Boson—purchase physical items from within the Metaverse, using NFT contract tech.

“When I founded my namesake brand in 1985, I never imagined I’d see a time when fashion weeks would be held in a 3D, fully virtual world,” said Tommy Hilfiger. “As we further explore the metaverse and all it has to offer, I’m inspired by the power of digital technology and the opportunities it presents to engage with communities in fascinating, relevant ways.”

Boson even created a location in Decentraland called "Boson Portal - Fashion District," which is meant to emulate Paris’s iconic Avenue Montaigne as a meeting ground for numerous brands to sell digital and physical assets. This is where you can find the Tommy Hilfiger store. Click this link to dive in to the immersive world.

For all the information on the events and brands participating, head to Metaverse Fashion Week's website. And stay tuned for a more in depth conversation with the team at Boson, who helped make the events possible.