Cover Photo: Auroboros

Featuring brands like Alexander McQueen, Tommy Hilfiger and Franck Muller, here's what you need to know about the virtual fashion extravaganza happening from March 24 to 27

It’s finally happening: Fashion Week is going virtual. That’s the agenda of the first-ever Metaverse Fashion Week (MVFW), happening from March 24 to March 27.

On top of runway shows, the online event includes an array of pop-up stores, panel discussions, after-parties and more—all hosted on Decentraland, a 3D virtual world that’s built on the Ethereum blockchain. There will also be a host of non-fungible tokens (NFTs) available to purchase on the platform.

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Over 60 brands from the fashion, beauty, watches, tech and automotive industries will be participating in MVFW. Many of them will be making their Web3 debut during the four-day event, which is open to all.

“MVFW will be free and obviously as it will be digital, all you will need to attend is a computer and an internet connection,” said Giovanna Casimiro, head of MVFW.

Thinking of taking part in MVFW? Below, we highlight all the virtual spaces and events that you don’t want to miss.

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1. Watch Virtual Fashion Shows From the Front Row

From Friday, MVFW will host futuristic runway shows from luxury brands like Etro, Dundas, Dolce & Gabbana and Philipp Plein, as well as digital fashion brands such as The Fabricant and Auroboros. Expect to see exclusive looks designed for the metaverse, which can purchased as NFTs with a crypto wallet and worn by your avatar on Decentraland.

2. Discover The Luxury Fashion District

Surrounding the MVFW runway is the metaverse’s answer to a shopping district: “The Luxury Fashion District”, modelled after the Avenue Montaigne in Paris. There, users can explore pop-up stores offering digital wearables by luxury labels like Tommy Hilfiger, Etro, Dundas, Elie Saab and watchmaker Franck Muller. Perhaps the most noteworthy designer on the list is Chinese couturier Guo Pei, who designed Rihanna’s famous Met Gala gown. Pei will be taking haute couture into a new era by offering her opulent creations in the virtual realm for the first time.

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3. Explore Selfridges’ Virtual Store

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Above Photo: Selfridges

London luxury retailer Selfridges will be kicking things off with the launch of its first store in the metaverse. Inspired by Selfridges’ Birmingham flagship, the space will host an immersive experience made in collaboration with French fashion brand Paco Rabanne and Hungarian-French artist Victor Vasarely. There will also be a showcase of important artworks from the past, presented as NFTs.

4. Snag a Complimentary Charles & Keith Bag

Homegrown fashion label Charles & Keith is making its metaverse debut, too. The brand will host a pop-up at the Threedium Plaza, showcasing 3D versions of their products for visitors to dress their avatars in. The first 1,000 visitors will also be given digital versions of the Koa bag and Alex sandals, both from Charles & Keith’s Spring/Summer 2022 collection.

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5. Collect Estée Lauder’s First NFT

Beauty empire Estée Lauder is committing to the virtual world in a big way: it will be opening a permanent flagship store on Decentraland. As part of the launch, the cosmetics company has partnered with virtual creator Alex Box to launch an NFT inspired by its bestselling serum, Advanced Night Repair. MVFW visitors can unlock the digital token by entering the serums’ apothecary bottle, which will give their avatars a glowing, radiant look.

Read more: 9 to 5: Aerin Lauder on Building Her Own Legacy in the Beauty Industry

6. Visit Acura’s Virtual Auto Showroom

MVFW isn’t solely dedicated to fashion. Japanese luxury car brand Acura will also be shaking things up with the opening of its digital auto showroom—the first of its kind in the world. On top of unveiling its new 2023 Integra car, Acura will be launching its first limited-edition NFT designed by 3D artist Andreas Wannerstedt. The token, inspired by Acura’s new car, will be offered to the first 500 customers who make reservations for the vehicle.

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7. Go Inside a Virtual Art Gallery

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Above (Photo: Twitter / @Krista_Kim)

Fashion and art go hand in hand, which is why Web3 agency Cash Labs is opening a mixed-media art gallery on Decentraland. The four-storey space will present an exhibition titled “At the intersection of Art and Fashion”, featuring over 20 artists and fashion designers, as well as collaborations by Krista Kim x The Fabricant, and Karl Lagerfeld x The Dematerialized. On the gallery’s rooftop, fashion photographer Nick Knight has also curated a Fashion Film Festival where visitors can stream fashion films by the likes of Chanel and Lanvin.

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8. Party With Grimes

There will be plenty of after-parties to look forward to by brands like Imitation of Christ and Dolce & Gabbana, but the one that you can’t miss is MVFW’s closing act: a musical showcase by Grimes. The musician will be collaborating with Auroboros to stage an immersive DJ set and a sonic lightshow in The Luxury Fashion District on March 27, so mark your calendars.

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