The eagerly anticipated first ever Metaverse Fashion Week (“MVFW”), hosted by Decentraland, took place late last month. The MVFW spanned over a total of four days and gave the world a sneak peek into the future of virtual fashion shows!
As soon as one entered the glitzy glamorous world of virtual fashion, you got an option to choose and personalize your avatar with a myriad of clothing items and accessories to choose from. All you needed to be a part of this fashion week was a stable internet connection!
The event saw participation from over seventy brands and artists including fashion bigwigs such as Tommy Hilfiger, Dolce & Gabbana, Etro, etc. Another interesting aspect was that one could walk from store to store to purchase virtual clothing and once the purchase was finished, you would be redirected to a webpage allowing you to purchase a real-life wearable piece mimicking the virtual outfit you just bought.
While the MVW brings with it plenty of excitement and possibilities, what remains to be seen is how intellectual property in fashion is protected from counterfeiters or infringers in the metaverse. There does seem to be a starting point in place since many luxury brands such as Balenciaga, Burberry, etc., have already filed trademark applications covering virtual goods and many brands are expected to follow suit.
One thing is for certain though- the future truly is meta!
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