Selfridges opens its first department store in the Metaverse

The British department store chain Selfridges opens a virtual department store in Decentraland, an environment in the “metaverse,” where shoppers can purchase NFTs and watch digital fashion shows.

70 virtual models

The metaverse is increasingly becoming a shopping destination: during Metaverse Fashion Week, which took place from March 24 to 27, the British department store chain Selfridges opened a virtual store there. It presents the digital creations of more than seventy brands, artists and designers. It’s said to be the first department store in the metaverse and, according to Selfridges itself, sits at the interface between fashion and technology, the company said on LinkedIn.

The move follows on from earlier tech steps taken by Selfridges: earlier this year, the UK department store chain teamed up with fashion brand Paco Rabanne and artist Victor Vasarely’s foundation , where unique creations went on sale both physically and – in limited quantities. editions – digitally as NFT.

Brands join

Originally, the main aim of the project was to attract more visitors to the physical store in London, but now the NFTs of Paco Rabanne and the Vasarely Foundation are also available in the Decentraland department store. Visitors can buy them with cryptocurrencies.

Selfridges isn’t the only physical retailer going digital for Decentraland’s Metaverse Fashion Week. Fashion brands like DKNY, Privé Porter and Charles & Keith also opened a virtual store for the occasion. They also showed off their designs in an elongated virtual fashion show, which ran non-stop throughout the weekend.