Image Courtesy of Hogan
2022 marks the debut of the first-ever Metaverse Fashion Week as we move forward from Web 2.0 to Web 3.0. Luxury brands like Etro and Hogan are one of the first brands to embrace the step forward into the new digital era, presenting their collections at the event, which takes place on the 24th – 27th March 2022.
The fashion week will be staged on Decentraland where brands have the opportunity to showcase their collections in digital districts and curate their pop-up store experience. During the event, customers will be able to find Etro in the digital Luxury Fashion District, where the brand’s first virtual pop-up store will be located with ready-to-wear and accessories readily available for purchase, directly linking the consumer to etro.com or customise their avatars with collection items.
Customers can expect to discover the new Liquid Paisley pattern; a contemporary take on the house’s iconic codes. “I decided to release the new Liquid Paisley Capsule through a completely new and inclusive runway dimension, right in the metaverse, where everything is possible. This is a powerful message from ETRO: a collection without gender boundaries in a fashion show that will be accessible to everyone. ETRO has always epitomised the spirit of travel and for us, this will be a new journey into the magic of the metaverse”, states Veronica Etro, Creative Director of the Women’s Collection.
Image Courtesy of Etro
At Decentraland, within Boson Portal‘s metaverse marketplace, luxury brand Hogan’s pop-up residency can also be found where customers can purchase physical products as redeemable NFTs and to take a stand from traditional to untraditional further, Hogan will release its “Hogan Untraditional NFT Collection” through the luxury NFTs marketplace, Exclusible at a experimental “Hogan-X” afterparty that will be held on March 26th. The afterparty will be first of its kind, presenting the first-ever dance competition in the virtual world, consisting of POAPs, pre-sale NFT spots and exclusive NFTs, hosted by acclaimed DJ Bob Sinclair.
Speaking of the excitement surrounding this debut is Exclusible Co-Founder and CEO Thibault Launay who states, “we are excited to work with Hogan for its first NFT drop, the metaverse opens vast opportunities for luxury brands to develop a new business segment around digital assets and connect with an entirely new generation of users. We believe that by introducing brands from real life to the almost limitless possibilities of the metaverse, we help create the perfect conditions for the blossoming of lively metaverse communities”.
The “Hogan Untraditional NFT Collection” NFT project sees a reiteration of the brand’s renowned white canvas sneaker led by the creative studio Braw Haus showcasing a curated collection featuring interpretations by digital artists; Silvio Rondelli, Yoann De Geetere, Linear, Vincent Ghiotti and Finn Berenbroek. Described as a “happy, edgy and immersive” collection, it celebrates the “untraditional,” with the creative collaboration seeing the minds of the artists woven with Hogan’s DNA traits in the re-edition of the brand’s first-ever sneaker.
“Hogan has a natural instinct for innovation. This project is a step forward into the digital era for our brand”, says Andrea Della Valle, President of Hogan and Vice-President of the Tod’s Group.
Following the “Hogan-X” afterparty premiere, the NFT series will be available for sale to the public on April 3, 2022, at Exclusible.com.