Everything you need to know about the first-ever Metaverse fashion week 

The fashion industry has long been dipping its toes in the virtual pool. Gucci hosted an exhibition in the online game Roblox for its centennial celebration, while Jonathan Simkhai’s presented its Fall/Winter 2022 runway show in the virtual world of Second Life during New York Fashion Week. 


But now, the first-ever full-scale fashion week is set to take place in the digital sphere. So let your avatar don the most fashionable NFTs available and take a front-row seat. Here is everything you need to know about the inaugural MVFW.

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Featuring more than 50 brands virtually showing their new collections, the Metaverse Fashion Week is similar to its IRL counterparts. Throughout March 24-27, a host of presentations, discussions, concerts, afterparties and film installations are all set to take place. 


During the events, visitors will also be able to purchase NFTs, which can then be worn on the user’s own avatar. Some NFTs can also be traded for the physical version of the item, with brands selling physical goods through the Metaverse.

As the name suggests, the events will all be held in the Metaverse. To be more exact, in so-called Decentraland. First opened in 2020, Decentraland is a 3D virtual world browser-based platform where individuals can buy virtual plots of land. 


During MVFW22, several community-run neighbourhoods within the newly created Fashion District will be open to the public. In each new area, brands and designers will feature their catwalks, panels, galleries, and more. A luxury shopping area has been designed to mimic Paris’ Avenue Montaigne, where high fashion brands can virtually sell digital and physical items through NFTs. In addition, so-called “Rarible Street” will host a temporary space, the Rarible Fresh Drip Zone, inspired by the streets of New York and populated with pop-up shops.

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Luxury brands like Elie Saab, Etro, Roberto Cavalli, Paco Rabanne and Dolce & Gabbana are all participating with their own digital activations. Meanwhile, digital-native couturier Auroboros is set to host an immersive experience with a headline performance by Grimes.


As for Scandinavian brands of note, there are a few to keep an eye on during the events. Dundas, which recently digitised that look created for Mary J Blige’s Super Bowl performance, is participating. Finnish designer Mert Otsamo is showcasing his 'Meta Jacket', saying about the experience that the Metaverse enables designers to create fashion which could not be possible in the real world. “In addition, digital fashion models, too, can literally be out of this world," says Otasmo.

Selfridge's will kick off the MFW, marking the launch of the retailer’s first flagship store in the Metaverse.

Giuseppe Zanotti is releasing a limited edition drop of its acid green Cobras sneakers. “They were my immediate thought when I had the opportunity to be part of such an innovative project,” said Zanotti. The look is available in Boson DCL’s plot, where both the digital outfit and the physical pieces can be purchased. 

Dolce & Gabbana will unveil a bespoke collection of 20 looks for metaverse wearables. The brand’s tentpole presence at the Metaverse Fashion Week precedes the forthcoming launch of DGFamily, an exclusive NFT community in collaboration with curated NFT marketplace, UNXD.

Etro will show pieces featuring its new Liquid Paisley pattern, a fresh take on the brand’s signature paisley motif. Meanwhile, Tommy Hilfiger will virtually showcase its Spring 2022 collections and host a digital retail platform.


Digital fashion house The Fabricant has – In the open-access spirit of Decentraland – invited attendees to submit their own reworked designs with six winning creations selected by a public vote showcased on the runway.


And there are much more to come. Find the full schedule and more information on how to attend on mvfw.org.