How fashion's Metaverse Fashion Week experiment played out
Forbes have put together a recap of the first Metaverse Fashion Week that took place last week in Metaverse platform Decentraland. The event included virtual promotional stunts, temporary shopping malls and pop-up shops from featured brands like Selfridges, Tommy Hilfiger, Etro and Dolce & Gabbana to name a few.
Highlights included brands selling virtual clothes, NFTs that users could trade for real-life items of clothing, exhibition places for virtual art, users being able to pay in fiat currency instead of solely cryptocurrency (something seen as a barrier to Metaverse purchases by some commentators), and a giant Estée Lauder serum bottle that made visitor’s avatars glow.
Metaverse Fashion Week was fashion’s biggest foray into the metaverse and seeing multiple brands take part. It could be worth reading this article to get an idea of what activations brands went with and to see if anything might resonate with Zalando in a future campaign that could take place in the metaverse. As more results come from the event it could also be worth following as it may well be the biggest fashion in the metaverse case study so far.
Full article with more details on the event is available here
CNN article on the event is available here
Fashion United's review of the event is available here