Meet the Brazilians who lead Metaverse Fashion Week in Decentraland

Giovanna Graziosi Casimiro: “Decentraland is a virtual world on a decentralized blockchain, managed by its users”

Launched in February 2020 as a platform that allows players to use cryptocurrency elder sister decentralization and Starring, in March this year, Metaverse Fashion Week, a virtual fashion show that brought together more than 30 luxury brands. The platform campaign, which brings together brands like Dolce & Gabanna, Tommy Hilfiger, Forever 21 and Paco Rabanne, sold last November for the equivalent of $2.5 million to Metaverse Group’s Fashion Street, a real estate company specializing in virtual land.

The show’s producer and director, Brazilian Giovanna Graziosi Casimiro, and Forbes Brazil Behind the scenes of the project and the opportunities surrounding this concept, and the intersection between Metaverse and Web3. Decentraland has even been strengthening its relationships with Brazilian brands such as Outback, which sponsored the wedding of Brazilian designer Rita Wu in Decentraland, and Housi, a platform specializing in housing. “Brands have an opportunity to extend their identity beyond the physical space. Also, for the first time, consumers are able to build something with a brand, turning the creative process into something truly interactive,” Gigi said of the possibilities of the metaverse.

Read more: Dolce & Gabanna, Tommy Hilfiger and Paco Rabanne parade in Metaverse

From University to Metaverse

“I started my journey in art and technology in 2009 with theoretical and practical research in the field of multimedia installations and XR at UFSM. During this time, I developed digital design, fashion stamping, AR and installation projects. Gradually, I made and managed projects in this field in more depth and after completing my Master of Arts and Technology I worked as a BA Professor in Digital Design at Senac Santo Amaro in São Paulo. Then I started my PhD in Open Source and Open Heritage at FAUUSPP, Simultaneously started working on multiple VR and AR projects all over the world. Since 2016, I have developed into an XR producer with experience in different fields including physical computing, IoT, urban facilities and related to virtual and extended worlds Consultancy for the project. The world intrigues me because I have always liked playful, holistic, mysterious and challenging, and I think the possibilities for reconstructing reality are enormous. Redesigning the world around us in a hybrid way The idea of ​​​​has always fascinated me, and probably the sci-fi movies of my childhood contributed to it.”


Metaverse Fashion Week brings together some of the top luxury brands in Decentraland in March

After all, what is Decentraland?

“Decentraland is a virtual world on a decentralized blockchain, managed by its users. As such, it is a platform that allows building and real-time access to 3D worlds on the web and desktop, as a way to build community, social, narrative and gaming Most importantly, we see Decentraland as a social experiment that could point to the future of social media.”

Metaverse Fashion Week

“I have always loved fashion and haute couture, and I have worked on projects related to technology and fashion at various times. But when I started in Decentraland, I thought a lot about how to be more involved in the fashion market, and finally this project was done by me The creative director assigned to me. It’s a gift of life and it incorporates a lot of my expertise. As for the experience, it was intense from a production standpoint. From onboarding the brand, creating the brief, to the production area and between the collections, we Three months in total. It was a race against time, but the campaign with more than 70 brands was a success and gathered 108,000 users on the platform and fashion district specific areas over 4 days 60,000 users. We built 2 larger areas, one for luxury brands, one for streetwear and digital fashion, and one for the futuristic runway show.”

relationship with the brand

“Brands have an opportunity to extend their identity beyond the physical space. Also, for the first time, consumers are able to build something with a brand, turn the creative process into something truly interactive, and have a greater chance of success. I’m in Web3 Seeing the opportunity for designers to expand their narratives, explore new aesthetics, gamify their products and invite consumers to interact in the first person in a world developed for them. The opportunity for their captive audience to give back a unique experience. Our relationship with the brand is interesting because it is a mix of brand education about virtual worlds and production. All of this is done by 3D creators from the user community, further enhanced the creative economy.”

Read more: Decentraland and UNXD organize fashion show in Metaverse

Avatar and Identity Extension

“The idea of ​​being able to expand your identity through an avatar is another big factor in establishing who we are and what our values ​​are on the internet of the future. We’re always happy to help brands get onto the platform, and that’s Decentraland’s mission: to be inclusive of brands A hub between the creator community. So there are two ways for brands to enter the space: contact creators already on the platform, build their own experience independently or contact the Decentraland partner team, we will help introduce brands to creators in the ecosystem , and find the right space for their activation.”



Decentraland is a real-world representation of The Sims-like game where players can interact, create, sell, and buy objects using the cryptocurrency Mana

Web3 and Blockchain

“These two concepts are interrelated because they are the result of a long process of technological and social development. The so-called metaverse is the result of advances that began in the 1980s and is accessible to everyone today, just like XR technology. Notable What’s more, the idea of ​​DAO is reinforced through blockchain and vice versa, because smart contracts verify and protect community decisions, which are incorrupt after voting. This allows decisions to be verified and protected while maintaining their Primitive value. Another view is that Web3 places virtual spaces built in real time side by side with blockchain, allowing these universes to be interconnected (interoperability) and the real economy outside of specific games. In the metaverse, the creative economy and Blockchain becomes the continuity of the physical world, I see NFTs as access keys, with their own value related to the experience. Also, NFTs will have more functions as triggers for events, prizes, VIP access, identification keys .”


The platform also allows for brand actions and other corporate activities

Perspective Metaverse

“To me, the metaverse is the continuum of our physical world, part of the narrative in which we build our reality. It’s the part that allows us to build an additional layer of reality where anything is possible and we can be what we want to be Yes. I also believe that the Metaverse will soon be off the screen, fulfilling its mission to upend the reality we see and unleash the creativity of the communities around us. I personally want to see communities grow and creator economies flourish ; I want to see NFTs on my living room wall and my virtual clothes made up with my physical clothes. I believe the metaverse is a tool for equalizing and distributing wealth among many people and for building a global culture. Therefore, the metaverse is a A hybrid space of social, political and economic collective construction that allows people to create the Internet for people.”

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