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Fashion brands are opening virtual stores in the metaverse

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

More than 70 brands, artists and designers took part in the fashion week. Dolce & Gabbana, Dundas and Etro, The Fabricator, Kid Super and NFT Superstar FEWOCiOUS were some of the brands showcasing their digital collections at the event.

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

American fashion brand DKNY and UK-based department store chain Selfridges opened their virtual stores on the Metaverse during the recent Metaverse Fashion Week organized by virtual social world Decentraland. Tommy Hilfiger also took part in the event to showcase its Spring 2022 collections and host a digital retail platform for NFTs.

“It’s the first meta department store in the history of web3 and anyone can visit it!” Interact as a guest or attach your crypto wallet to access all features, while protecting your progress in the world and your digital assets,” Selfridges said on its social media accounts.

“When I founded my eponymous brand in 1985, I never imagined I would see a time when fashion weeks would be held in a completely virtual 3D world,” said Tommy Hilfiger. “As we further explore the metaverse and all it has to offer, I am inspired by the power of digital technology and the opportunities it provides for engaging with communities in compelling and relevant ways.”

Fibre2Fashion (KD) News Desk

Hazel J. Edmonds

The author Hazel J. Edmonds