California-based IMVU, an online metaverse and social networking site, have announced plans for a virtual fashion show featuring labels Mowalola, Collina Strada, Freak City, Mimi Wade, Gypsy Sport, Bruce Glen and My Mum Made It.
The show makes perfects sense for IMVU, which boasts seven million active monthly users most of whom are 18-24 year-old women with more than a passing interest in fashion. According to the company, users spend approximately $14 million a month on in-game wearables worn as they make their way around virtual hangout spaces.
“Fashion is at the epicenter of why people create avatars and connect with others on IMVU,” Lindsay Anne Aamodt, IMVU’s senior director of marketing, told Vogue. “I want to communicate to real-world brands that the metaverse is a place of mass audiences, where there’s a true opportunity for brand integration, for brand expansion, and for brand expression.”
Following the virtual show, IMVU users will be able to purchase able buy and dress their avatars in the looks shown on the virtual runway.
Tune into IMVU’s virtual fashion on Youtube Channel at 1:00 pm PST on May 27 and 28.