Vogue Ukraine taps into the Metaverse

Vogue Ukraine is tapping into the metaverse to support the Ukrainian fashion industry at the heart of its revised mission, as the war continues in the country. Vogue has teamed with the NFT marketplace The Dematerialised (DMAT) to highlight the work of 3 designers. These designers are BevzaGudu, and Ienki Ienki. All three brands will present their designs in Paris on 28 September during fashion week, before those physical garments are altered into NFTs. These NFTs can be bought via DMAT.


Speaking about the motivation behind the project, editor-in-chief Philipp Vlasov, mentions that Vogue UA is not limited to geography and they are now wherever Ukrainians are and this drop in partnership with DMAT is the first endeavor in the metaverse, where they intend to establish a strong presence. Other launches of clothes and accessories by appearing and designated Ukrainian designers will follow. The editor adds that helping the Ukrainian fashion industry survive and bear during these uneasy times is a part of Vogue UA’s revised mission.

The objective of the project is to assist the designers to find new and creative ways to sell their products and generate revenue in extremely difficult times. In the past, DMAT has teamed up with the likes of Karl Lagerfeld (the DMAT X Karl Lagerfeld collection sold out in seconds back in December), and Nicholas Kirkwood in its measures to bring fashion and web3 people together under one roof. Designs emitted by the marketplace range from digital figures to phygital made-to-measure couture dresses.

You may also like: Fashion Brand Kate Spade invites customers to shop in the Metaverse

Vogue Ukraine’s partnership with DMAT is drawing back the curtain on its new discovery space, where visitors can experience the designs in a gamified environment.

DMAT’s co-founder, and co-CEO Marjorie Hernandez, says that it has been such a memorable project to work with talented designers like Ienki Ienki, Gudu, and Bevza. Her co-founder Karinna Grant expressed that they are honored to promote social and economic capital for these Ukrainian designers through this important project.

Shoppers who buy the NFTs are asked to share how they style the virtual pieces on social media, tagging @vogue_ukraine, which Vogue UA will utilize to curate a gallery of people modeling the looks.

The Vogue Ukraine team was spread when Russia swarmed the country in February 2022. Vlasov wrote in an open letter in March, that they are focused on our digital presence, producing helpful and inspiring content to provide strength to Ukrainians while presenting some insight to the world on the country someone dared to say had no right to exist while continuing to manage his team from exile. “We won’t lose hope. Justice must prevail.”

The NFTs will be available to buy from 6pm BST on 4 October, solely on The Dematerialised, with profits going back to the designers.

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