Decentraland is hosting a virtual fashion week this March. From Gucci to Ralph Lauren, we’ve seen a number of high fashion brands enter video games to reach young consumers. Responding to the success of this trend, Decentraland announced it will host four days of “catwalk shows and showcases, pop-up shops, after parties, and immersive experiences,” in collaboration with Polygon blockchain-hosted luxury marketplace UNXD (the company behind Dolce & Gabbana’s first NFT clothing collection). The virtual fashion show will run from March 24-27 when consumers will be able to view runway presentations, engage with other viewers, and purchase the virtual garments and accessories featured for their online avatars. According to a Squarespace survey of 2,000 U.S. consumers, 60% of Gen Z and 62% of Millennials say how you present yourself online is more important than how you present yourself in person—something that’s not only true of social media but how these gens feel about presenting themselves in video games / the metaverse (the idea of a massive, centralized virtual community). YPulse’s gaming research shows 36% of 13-39-year-olds have purchased in-game virtual goods. (The Fashion Law)
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