Metaverse has and will in the future influence many aspects of our lives. Focusing on fashion retail and fashion shows we are beginning to witness it.
We have recently become familiar with the term metaverse – now what does it mean?
The term metaverse refers to an interactive, simulated, and virtual space. Hypothetically speaking any open-world game in which users can interact with each other and are free from themselves physically is considered a metaverse. Examples include Sandbox, Second life, AXE infinity, Decentraland, and many more.
Coming back to the fashion aspect and especially talking about the Metaverse Fashion Week that premiered on 24th to 27th March this year showcased phenomenal remakes of iconic dresses and pieces of famous brands. Hosted by Decentraland, this four-day blockchain-based experience enlisted popular brands such as Hugo, Dolce & Gabbana, and Estée Lauder.
The event was hyped but the reactions were mixed but mostly positive, participants commented about glitches such as server overload issues with black screens of code and basic graphics and even compared them to previous digital fashion shows such as Gucci Roblox Garden in 2021. Specialists in the field of digital fashion such as Kerry Murphy who created the first NFT dress ever sold said that “The future looks like the past,” and while the user experience is “from the ’90s”, development is speeding up and will be better next year. Giovanna Graziosi Casimiro, the head of MVFW also commented that as browsers become more powerful the quality will improve and meet the expectations of the fashion community.
Max Vedel, co-founder and creative director at Swipe Back, a metaverse creative agency that has worked with Gucci, Nike, and Swarovski commented that MVFW is a start in digital fashion and has a lot of places for improvement. He also commented that “You don’t just want to recreate real life in the metaverse; you want to be pushing boundaries and going crazy with your designs, show spectacles, and the experience,”. An example of this includes cats walking instead of models on Dolce & Gabbana catwalk.
For me, the cherry on the top of this event was the in-avatar performance by Grimes. She was dressed in a ‘mystique’ inspired dress by AUROBOROS which is a fashion house with futuristic otherworldly designed dresses.