American fashion brand DKNY and UK-based department store chain Selfridges opened their virtual stores on the metaverse at the recently concluded Metaverse Fashion Week organised by virtual social world Decentraland. Tommy Hilfiger also participated in the event to showcase its Spring 2022 collections and host a digital retail platform where consumers can shop NFTs for their avatars or purchase physical items from within the Metaverse.

Over 70 brands, artists and designers participated in the fashion week. Dolce&Gabbana, Dundas, and Etro, The Fabricant, Kid Super, and NFT superstar FEWOCiOUS were some of the brands that showcased their digital collections at the event.

As part of the show, DKNY offered avatars a unique, immersive experience for the virtual retail expo – themed around its spring 2022 campaign theme ‘Do Your Thing’. The campaign reinforces values intrinsic to the brand’s ethos – individuality and self-expression, both encouraged and reinforced in the metaverse, the company said in a statement.

“This is the first meta department store in the history of web3 and anybody can visit! Interact as a guest or attach your crypto wallet to access all features, while keeping your in-world progress and digital assets safe,” Selfridges said on its social media accounts.

“When I founded my namesake brand in 1985, I never imagined I’d see a time when fashion weeks would be held in a 3D, fully virtual world,” said Tommy Hilfiger. “As we further explore the metaverse and all it has to offer, I’m inspired by the power of digital technology and the opportunities it presents to engage with communities in fascinating, relevant ways.”

Fibre2Fashion News Desk (KD)

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