#Decentraland active users trial

If you were going to Coachella, you care about what you're wearing. “This started getting the wheels turning for fashion brands, because the people who have these avatars are conscientious of skins. This event was also a way for artists to attract a new demographic, says Andrew Kiguel, CEO of and chairman of Metaverse Group. “We found that we led by example, and many people started bringing their own communities and musicians,” he says. In December, the platform reached 500,000 monthly active users. Since then, there are up to 12 Decentraland events daily, with daily attendance records regardless of events, Hamilton says. In October, a four-day music festival with acts including Deadmaus and Autograf, among 80 other artists, attracted 40,000 people. This is not Decentraland’s first big event. “Brands have to have a metaverse strategy. “We have gone from brands saying eight months ago, ‘What is it?’ to now, when brands have to have it, and it’s become an essential part of a luxury brand strategy,” says Justin Banon, CEO and co-founder of Boson Protocol, an MVFW partner, which offers technology that enables brands to link physical items to NFT sales. Brands such as Gucci and Ralph Lauren have opened virtual pop-ups on metaverse platforms Roblox and Zepeto and Nike and Vans, among others, have opened permanent spaces in Roblox. Decentraland is notable as one of the few prominent open metaverse platforms, in addition to the Sandbox, and a number of investors have already bought plots of land in anticipation of building shopping-centric areas.ĭigital fashion and virtual spaces have since evolved from niche to mainstream, and brands are taking virtual events like these - and their audiences - more seriously.

#Decentraland active users trial

Set up to be the virtual home of global fashion weeks, this inaugural event offers brands an environment to trial the technology of a 3D virtual world platform in a relatively low-risk manner. Since the project was announced in late December, more brands have expressed interest than Decentraland has capacity to host.ĭecentraland’s MVFW offers some key insights into how the fashion metaverse is playing out. Organisers are hush on other brands but say household names, luxury and emerging brands and digital-first creators are involved.

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. There will be showrooms, stores, talks and events during the four-day virtual event. 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. Welcome to fashion week in the metaverse. Your digital outfit matters, but seasons aren’t relevant. Front rows and after parties are in, but tickets are out.