It’s undeniable that the hot topic of the moment is the metaverse. When Decentraland hosted the first ever Metaverse Fashion Week last weekend, the industry’s interest was piqued. Did it deliver everything to an optimal standard? Much may have been left to be desired, but there’s hope for the future.
“Web3 and the metaverse serve as complements to fashion activations IRL,” Giovanna Graziosi Casimiro, head of Metaverse Fashion Week, tells Vogue. “Instead of pitting the two against each other, brands should embrace both spaces and use them to amplify their brand narrative and reach new audiences.” Featuring a roster of labels ranging from the established, such as Etro, Dundas, Dolce & Gabbana, and Elie Saab, to the more independent likes of Imitation of Christ, Gary McQueen, and Auroboros, the schedule was packed with notable virtual moments to delve into. But each had an agenda of their own in the metaverse.
Etro hosted a show in Decentraland’s fashion arena where looks on avatars wore realistic iterations of the label’s signature paisley print. The Italian brand saw entering the metaverse as a way to access younger generations and reach a wider audience. “Putting the show together was easy and not as hectic as a ‘real’ one, but it was equally exciting,” explains creative director Veronica Etro. “A lot of effort went into the technology, there’s so much human work behind it all! I think that such immersive experiences are now part of entertainment – a sort of bridge between e-commerce, social media and gaming. I am confident that it will gain more importance in the years to come.”