After four days of virtual reality events in Decentraland, Metaverse Fashion Week (MVFW), concluded March 28. The event hosted large-scale brands as well as big-name designers. It also featured emerging creators and retailers that hadn’t yet ventured into the metaverse. Kollectiff, a web3 venture studio, used its established skills to create a venue that was suitable for runway shows and afterparties from brands and artists who wanted to combine fashion and the digital world.
The innovation lab is a research and development center that focuses on media and blockchain technology. It develops tools and solutions to help brands adopt web3 and the metaverse. It aims to enable those who are interested in creating in the virtual realm to do so “in a way that is complementary with their brand identity and core offerings”.
Tino Vivo, CEO of Kollectiff, stated during an interview that the company only funds projects that they believe in.
Kollectiff created and launched the MetaLoop as part of its MVFW activation. It is an event venue that is located on its own block in Decentraland. The MetaLoop was the venue for a series runway show collaborations over the course of the weekend. It was the only place to do this next to the main event.
Cider, a fast-fashion e-tailer, and Christine Massarany, a semi-couture brand, along with digital fashion platform DressX, and non-fungible token artists (NFT), were some of the presenting companies throughout the weekend.
Vivo answered the question “Why MVFW is appealing to these brands”: “The idea that international IRL [in real-life] events such as these have a presence/correlation in the metaverse, is exciting and forward-thinking. Let’s say we think the metaverse is our default shared virtual environment or environment where we play, learn, grow, and share that experience. In this case, it makes sense to have brands look at ways to be present in these types of activations.”
Vivo said, “We are still in the nascent phase of the metaverse. Events like these aim to increase adoption from both brands and content creators as well as international audiences.”
“We are still in the embryonic stage of the metaverse …”
It seems that the event was a success. Vivo stated that the event received “amazing feedback from brands and the general population”, adding that “thousands” of people had attended the MetaLoop location.
Kollectiff hosted afterparties for its artists, partners, and sponsors. One of these was hosted by Nicki Nicole, an Argentinian rapper. Vivo stated that the afterparty activations would have added value and mimic the real-world activities surrounding international events such as these satellite events.
Kollectiff made its fashion debut at the event with its first collection in Metahelmets and a limited-edition clothing line. DressX collaborated with the company to produce the NFTs and digital wearables. This was part of a project that the company developed to bring together the real and virtual worlds while avoiding the negative effects often associated with the tangible fashion creation process.
Vivo believes that the metaverse is crucial to fashion’s longevity. He said that the metaverse is crucial to the future fashion industry due to fashion waste. “With FashionTech, artificial intelligence, and FashionTech, people can create and try-on garments without wasting any money, unless an NFT has been minted on blockchain.”
This clear, sustainable advantage is what has driven fashion’s growth online. More and more designers are turning to the metaverse for sustainable creative outlets.
Vivo stated that the company had plans to expand the MetaLoop concept, but also to broaden the definition of digital fashion in the future. He said that fashion was indeed one of its focus industries. He said, “We have been quietly developing infrastructure for Kollectiff’s fashion side. We can’t reveal more right now, but we will soon.”
The web3 lab’s growth in fashion remains secret. However, it will continue its metaverse input by opening a NFT Crypto/Art Gallery in California and a Members Club. Kollectiff will expand its reach into the digital realm by hosting exhibitions that showcase work from Creative Artists Agency talent.