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Fashion designer Jonathan Simkhai showcases latest collection at Metaverse Fashion Week

David Murphy

Metaverse Fashion Week, an event produced by Everyrealm and Blueberry Entertainment, took place yesterday, featuring Jonathan Simkhai as the debut designer. The event occurred day prior to the physical Jonathan Simkhai 2022 presentation at New York Fashion Week, making the real-world designer the first ever to show it’s Fall/Winter 2022 digital wearables collection ahead of their physical counterparts.

Simkhai’s designs were transformed into digital wearables by Blueberry Entertainment, a digital wearables production studio that grew out of increasing demand for digital clothing. Everyrealm, a metaverse real estate investor and developer, coordinated the production and is hosting an NFT sale of select wearables from the collection after the event beginning Wednesday16 February.

Models, influencers, celebrities, and journalists spanning fashion, tech, and lifestyle industries were among the VIP guests, who appeared via personalized avatars dressed in Jonathan Simkhai ensembles.

Guest took their seats in the larger-than-life bespoke set made specifically for the fashion event in the Second Life metaverse. The secluded location was inspired by natural elements such as rock, water, air, and fire. Simkhai's latest collection was showcased on the avatar models during the 8-minute presentation. Simkhai debuted 11 designs from his Fall/Winter 2022 collection, which were digitally reimagined for the Metaverse.

The garments are converted from the real-world version into 3D digital models using design software and video gaming technology. The Second Life Marketplace has been selling digital clothing and accessories from Blueberry since 2011. Wearables and clothing are among the most popular types of commerce in Second Life’s $650m dollar virtual economy.

Founded by Mishi McDuff in 2012 as a solo creator on Second Life, Blueberry has sold more than 20m on digital wearables, amassed a library of more than 10,000 digital SKUs optimized for hundreds of design attributes, and scaled an engaged community of loyal customers. Blueberry is already live on multiple metaverse platforms, and is actively expanding its brand and community to other web 2.0 and 3.0 metaverses.