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What fashion week looks like in the metaverse | Vogue Business

Front rows and after parties are in, but tickets are out. Your digital outfit matters, but seasons aren’t relevant. Welcome to fashion week in the metaverse.
Metaverse platform Decentraland is hosting its first Metaverse Fashion Week starting 24 March, with dozens of global brands and thousands of visitors able to virtually experience fashion shows, attend live music sessions at branded after parties, and buy and wear digital clothing directly from catwalk avatars. There will be showrooms, stores, talks and events during the four-day virtual event. Hugo (one part of the newly rebranded Hugo Boss), recently signed with MVFW partner Boson Protocol to enable the people to buy physical Hugo goods within the metaverse, including Metaverse Fashion Week, making it one of the first brands to announce participation. Organisers are hush on other brands but say household names, luxury and emerging brands and digital-first creators are involved. Since the project was announced in late December, more brands have expressed interest than Decentraland has capacity to host.

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