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Web3 fashion comes to New York Fashion Week (NYFW) this fall. Fashion brands originating from the Web3 space will debut in real life (IRL) at a two-day series of shows hosted by Nolcha Shows. While major fashion brands are focusing on the metaverse and NFTs, brands originating from the Web3 space are returning to the traditional market.
Nolcha Shows has managed events for 14 fashion week seasons. However, this year there will be a Web3 edition showcasing Web3 brands, along with reports on the impact of Web3 on the future of the fashion industry.
In the last few years, fashion giants have jumped into the digital universe at lightning speed. Gucci began accepting cryptocurrencies in stores earlier this year, along with the participation of the metaverse and NFTs with Roblox. Other major brands such as Balenciaga, Hermes, and Phillip Plein have also announced their own Web3 integration plans.
While these brands have made millions from exploring decentralized technology, brands originating in the Web3 space are returning to IRL events for visibility.
Arthur Mandel, co-founder of Nolcha Shows, explains why web3 original brands are returning to reality.
Fashion brand ChainGuardians is one of the Web3 brands participating in the NYFW event. It’s a brand that focuses heavily on the term “phygital” which describes Web3 content that incorporates aspects of real life.
For example, NFT devices are those that can be used in the metaverse but also have a twin version in physical form. Mandel said phygital products will lead the way as one of the most attractive Web3 integrations into the fashion industry.
“Phygital products will blur reality and allow people to establish personal identities in both worlds – virtual and IRL.”
He also emphasized that such products can help brands cut costs on physical products and retail services.
The fashion industry celebrated its first metaverse fashion week in Decentraland on March 23-27 this year. However, Mandel says that for brands originating in these digital spaces, participating in IRL events will help relay Web3’s principles of accessibility and community.
According to the fashion industry veteran, it’s important to remember that while Web3 offers a different side to live events, it’s not a complete replacement.
“Phygitals are cyclical and reciprocal. It’s about creating IRL products and experiences that will blur the line between real life and virtual reality.
There’s still a balance between things inside and outside of Web3.
Right now Mandel insists, that he believes the influx of legacy brands entering the space and Web3 native brands stepping out into reality will help remove these barriers.
