Tokens take the runway at Metaverse Fashion Week

The Metaverse may be an emerging concept, but the impact that virtual game-like worlds can have on the trillion-dollar retail industry was recently demonstrated during Metaverse Fashion Week (MVFW). This entirely virtual experience was held from March 24–27, 2022, in Decentraland, a decentralized virtual social platform on the Ethereum blockchain. The online event attracted more than 70 brands, artists and designers including big names like Tommy Hilfiger, Estée Lauder, Philipp Plein, Selfridges and Dolce & Gabbana.

Gigi Graziosi Casimiro, head of Decentraland’s Metaverse Fashion Week, told Cointelegraph that MVFW is a diverse event aiming to connect physical and digital fashion with traditional brands and new creators:

“MVFW is important because it connects many parts of a bigger engine in the fashion industry. This event allows brands to explore new possibilities for their creation and communication with customers. We are essentially building a stronger fashion community in Decentraland that allows people to express art beyond physical limitations.”

Bridging the physical and the digital 

Indeed, MVFW provided a glimpse into what the future of fashion may look like, as brands and designers displayed wearable nonfungible tokens (NFTs) on 3D genderless avatars that strutted across fantasy-like catwalks. While the concept may sound entirely unrealistic — which is the intent — renowned fashion designers praised MVFW as one of the most exciting and opportunistic ways for brands to further engage with consumers.

Avery Baker, president and chief brand officer of Tommy Hilfiger Global, told Cointelegraph that the Tommy Hilfiger brand has been curious about new trends and technologies, especially those that allow the label to connect with consumers in unique ways:

“Consumers’ appetite for digital experiences has never been stronger and as we integrate the digital and physical worlds, the Metaverse offers endless opportunities for creativity, collaboration, storytelling and community building. Whether…..

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