selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely

unpublished exhibition

On February 15, 2022, London-based retailer ‘selfridges’ posted a video and caption on instagram, previewing their entry into the metaverse. he dubbed the video content as the future of fashion, part of his innovation. ‘As part of our first-of-its-kind exhibition and retail space at selfridges london, paco rabanne stays true to its pioneering roots in the industry, staying one step ahead. for the first time, alongside his contemporary, winner of vasarely, paco rabanne is venturing into the metaverse,’ based on legend.

fast forward to march 23, selfridges kicked off metaverse fashion week 2022 with the opening of its flagship metaverse storeoffering an immersive experience with paco rabanne and victor vasarely.

the department store collaborated with victor vasarely and paco rabanne to introduce a virtual boutique in “decentraland”, the virtual world of haute couture. online art exhibitions and NFT pepper the trio’s digital boutique, immersing customers in the combined realms of op-art artist and forward-looking contemporary fashion brand. ‘join us to immerse yourself in the fascinating world of victor vasarely and his mesmerizing optical artworks, featuring original pieces and exclusive collaborations, and enjoy the feel-good colors and textures of the paco rabanne collections,says selfridges.

picture by selfridges

works by victor vasarely

Vasarely’s works draw their influences from the theory of colors and the functioning of perception from a psychological and physiological point of view. the changing colors and images on his canvas inspire his audience to step back, scrutinize his art and discover a new element they don’t notice at first glance.

for example, his work ‘kezdi’ (1966 – 1975) forms a giant ‘x’ on the canvas, painted across the varying blue hues of small circles and the shifting spectrum of orange shades. his works have been dubbed “perception-bending” and “multi-dimensional,” two descriptions that only identify the artist’s expansive signature.

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
selfridges “superself” project image

metaverse fashion week 2022

the avant-garde selfridges store in the metaverse recreates the look of its store in birmingham. his “universe” project with paco rabanne is based on the brand’s autumnal collaboration with victor vasarely and on his archives from 1966 and the “robes inportables” collection. as for decentraland, users can create, experience and monetize content and applications on its platform.

Decentraland’s Metaverse Fashion Week allows major fashion brands to explore this new space alongside the decentralized artists and designers who created this space. MVFW22 will be a time when the fashion world will witness the future of fashion, and how that world will allow them to meet new audiences, advance fashion sustainability, and reassess diversity and accessibility in the fashion,says giovanna graziosi casimiroresponsible for the metaverse fashion week.

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
kezdi by victor vasarely / image by vasarely foundation (as well as banner image)

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
kod lila by victor vasarely / image by vasarely foundation

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
cell 6 of the vasarely tupa foundation / image by vasarely foundation

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
vasarely foundation, aix-en-provence / image by fabrice lepeltier

selfridges enters the metaverse with fashion house paco rabanne and artist victor vasarely
paco rabanne SS22 fashion show / image by yannis vlamos

project info:

Name: metaverse fashion week 2022

collaborations: selfridges, paco rabanne, victor vasarely

content type: metaverse

Matthew Burgos | design boom

March 24, 2022