Blenders Pride Glassware Fashion Tour introduces exclusive metaverse fashion campaign

Blenders Pride Glassware Fashion Tour, powered by Fashion Design Council of India, has reimagined its legacy to bring a more youthful, inclusive, and innovative edition and has entered the metaverse this year.

Taking a 360-degree approach, to create an amalgamation of fashion and technology, the Fashion Tour entered the Metaverse this year.

The Fashion Tour has launched ‘Blenders Pride Glassware Fashion Tour Park’ in Decentraland, where a metaverse-exclusive fashion show took place on December 10, 2022.

It featured outfits from the ‘Style Gallery’ exhibit of the Fashion Tour called ‘This is not a T-shirt’ project. These were unique T-shirt outfits designed by 60 designers and homegrown fashion labels, who embellished and/or deconstructed the basic T-shirt to celebrate their authentic interpretation of ‘Pride’.

The Blenders Pride Glassware Fashion Tour Park also features multiple interactive areas, gamified zones and showcase areas, with multiple engaging activities for users to interact with. Guests can visit the Lounge, a zone that houses all the information about Blenders Pride Glassware Fashion Park, where they can claim a free ‘Proof of Attendance NFT’ from the POAPBooth. 

At the Designer and Trial Zone, users could also try-on and buy wearable NFTs from designers such as – Shantnu and Nikhil, Amit Aggarwal, Falguni Shane Peacock and Kunal Rawal. 

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “The 16th edition of Blenders Pride Glassware Fashion Tour has entered a new era of fashion and lifestyle in a cutting-edge new avatar. Taking the Fashion Tour to the metaverse is an attempt to make fashion more inclusive, accessible and futuristic. This is the first time an Indian fashion show has been presented in the Metaverse exclusively. It is part of our journey of celebrating the ‘Pride’ of today’s youth.”

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