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The virtual platform IMVU will host on May 27 and 28 a series of fully digital fashion shows, featuring emerging designers such as Mowalola, Collina Strada, Freak City, Mimi Wade or Gypsy Sport.
In a context of experimentation and search for alternatives, it seems that fashion is opening up to a new scenario: that of video games. Balenciaga already did it to present its FW21 collection and now other brands are venturing into this new experience through IMVU. This is an online game in which users create their own avatars to interact in chat rooms, something that some brands have perceived as a new market possibility and a new space to interact with their consumers.
For this reason, emerging brands such as Mowalola, Collina Strada, Freak City, Mimi Wade and Gypsy Sport will present their latest proposals in the application, which already has more than 7 million users. In this way, the collections of these creators will be shown in an immersive and digital way, giving rise to a catwalk as we have never seen before. For this, the event will have different customized virtual rooms in IMVU so that each of them can present their proposals. In addition, during the fashion shows, some exclusive NFT items will be auctioned in the platform’s OpenSea marketplace.
The shows will be streamed during May 27 and 28 at 1pm PST via IMVU’s YouTube channel. Digital items will then be available for purchase after the event concludes.