Inside the 2nd Metaverse Fashion Week: Digital Couture, Free Clothes and Failed Tech

In the Brief:

  • The 2nd Decentraland Metaverse Fashion Week included core digital industry members and Adidas, but some attendees had accessibility issues with iOS devices and a faulty Mac app
  • Some collaborations were unexpected

4 - 7 minute read

Following the success of the 2022 Metaverse Fashion Week, the 2nd Decentraland event took place from March 28 to 31 and had the theme “Future Heritage”, aiming to connect the next generation of creators with traditional fashion designers. The core members of the digital fashion industry, including Zero10, DressX, and The Fabricant, attended the event along with Adidas, which was a first-time participant. Decentraland and HBO also participated in this year’s event.

However, attendees faced a problem at the event as neither an iPhone nor an iPad Pro could be used to enter Decentraland, leaving people immobile in the real world. This led to cancellation of some meetings and staying at home. Furthermore, the event’s Mac app didn’t work properly, so attendees had to play the browser version of the game, which didn’t work well, and needed to clear their browser cache. Due to such issues, on the first day, there was such an influx of users that it was impossible to visit the locations, and many users couldn’t even see the Dundas show.

Aside from the fashion show on the first day of the event, there was a meditation with Alo Yoga and some planned activities, which included yoga, breathing techniques, and Reiki practices to encourage individuals to take a break from the computer screen. The least obvious collaboration for Metaverse Fashion Week was with Alo Yoga. The most interesting thing tends to happen in digital boutiques and during fashion weeks in general, where players collect free clothing 24/7. The Luxury District featured big brands such as Dolce & Gabbana, Tommy Hilfiger, and DKNY, which are not considered luxury brands in the real world.

Notable mentions

DKNY had a huge four-story boutique with a pizzeria, bar, and disco on the roof, which looked large-scale but was quite disappointing. A failed case was Vivienne Westwood’s boutique, where customers could only go on a quest in a boutique decorated in branded tartan and a ladder with the letters “SEX”. Adidas had a good boutique and a show as well, where attendees could get a free jacket, which looked good but could slow down the game if worn. The best location was Coach, which had a presentation of a tabby bag where attendees could go on new quests, win a boa and try on a bag in Zero10, a partner location. At the end of the four days of MVFW, participants could visit two DKNY and poker night parties.

Who are the players?

After four days in the metaverse, one wonders who these people are and why they have so much time to load a browser, tolerate bugs, and play games. Do they want to buy something from Dolce & Gabbana, or do they want to walk on the red carpet in a Dundas evening dress? After four days, it became clear that most players’ goal was to get free clothes. Hence, it doesn’t make sense for luxury brands to participate in these events as their buyers are busy working to earn the money needed to buy luxury products.


The 2nd Metaverse Fashion Week was different from the previous year’s event. This year’s theme, Future Heritage, aimed to connect new creators with traditional fashion designers. While the event had some technical issues, it was well attended, and new brands such as Adidas participated for the first time. The focus was on mid-range brands, and players were more interested in collecting free clothes. It remains to be seen whether the event will be a success in future years.

Disclaimer: The content in this article is provided for informational purposes only and should not be considered as financial or trading advice. We are not financial advisors, and trading carries high risk. Always consult a professional financial advisor before making any investment decisions.

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