This Year, the British Fashion Awards Ceremony Took Place in the Metaverse
The British Fashion Council has added a new category to the Fashion Awards and for the first time presented an award for a design created in the virtual space. It was founded in partnership with the Roblox metaverse. The winner is cSapphire, which operates a clothing boutique on the metaverse app. The awards ceremony was held in the Roblox metaverse and was hosted by Gucci Creative Director Alessandro Michele.
The game created a red carpet that resembled the real one in London’s Albert Hall. Users walked through it together with famous figures of the fashion industry, and also studied the profiles of the nominees, watched the broadcast of the awards, and tried on virtual outfits.
While the promotion looks more like a marketing ploy, the event is part of an ongoing fusion of games and fashion. Gucci has previously created surreal fashion experiences inside Roblox, and the fashion house has also partnered with the 100 Thieves organization. During this time, luxury brands such as Balenciaga, Louis Vuitton, Burberry, and Longchamp were also designing outfits for games such as Fortnite and League of Legends.
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