Streaming live on 27 and 28 May 2021, the social platform IMVU, where users explore virtual realities and explore the metaverse through custom avatars, are hosting a cohort of designers. Reimagined in the virtual sphere, the likes of Mowalola and Mimi Wade are taking part, with Princess Gollum playing host.
The avatar-based interactive virtual environment IMVU is one of the key players blurring the lines between gaming, social networking and fashion. Launched back in 2004, users navigate the platform using their own avatars, and earlier this year IMVU launched their in-app currency VCOIN which players purchase and trade in for digital assets such as items of clothing, a development of their previous 'credits' system.
The model and internet star Josephine Lee, aka Princess Gollum, was called in to host IMVU's first fashion show. Despite a year of digital fashion weeks and the occasional virtual runway from the likes of GCDS, avatars taking to the catwalk is yet to become the norm. Inviting designers from across the world, brands are presenting unique presentations in the custom designed landscapes and interiors available on the app. Collina Strada, BruceGlen, My Mum Made It, Mowalola, Freak City, Mimi Wade, and Gypsy Sport are all taking part.
Mowalola, always a hot ticket on the London Fashion Week schedule, created avatars in her typically vibrant and hypnotic colour palette of fuscia pinks, purples, blues and greens who were front and centre in Mowalola TV, also wearing the cult 'Bundle' tote as an accessory. One of their peers from the London scene, Mimi Wade, will debut her show on Friday evening. Teasers posted to Instagram reveal the log cabin the designer has created for her show, decorated with Wade's characteristic kitsch frills, which includes retro decor and paintings recreated from photographs. The Mimi Wade muse dances through the space in one of the designer's archetypal puff sleeve dresses, with a mountain bear as her companion, obviously.
Day two goes live Friday 28 May, 19:00 BTS, and features Mimi Wade and Gypsy Sport.