Blenders Pride Glassware Fashion Tour launches metaverse fashion campaign

In its 16th year, Blenders Pride Glassware Fashion Tour, powered by Fashion Design Council of India, has reimagined its iconic legacy to bring a more youthful, inclusive, and innovative edition. Taking a 360-degree approach, to create a first-of-its-kind 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 India’s first 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 & 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 & Trial Zone, users could also try-on and buy one-of-a-kind wearable NFTs from renowned designers of the tour – Shantnu and Nikhil, Amit Aggarwal, Falguni Shane Peacock and Kunal Rawal. Visitors could also visit unique Selfie Spots all around the Fashion Tour Park. And then there is The Metaverse Treasure Hunt, an engaging activity where users must collect clues from across the Fashion Tour Park arena to stand a chance to get their hands on an iPhone 13, stylish Bluetooth earphones worth INR 15k or online shopping vouchers worth INR 5k. The Hunt began on December 1, 2022.

Speaking about the exclusive metaverse campaign, 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 & 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.”