Papa Don’t Preach by Shubhika makes history by being the first Indian fashion label to launch their attire on the Metaverse.
By Shaan Bajaj
The World Economic Forum (WEF), Women’s Indian Chamber of Commerce and Industry (WICCI) and the India-Austria Bilateral Business Council held its first Metaverse fashion show on June 11th and 12th. As part of the event, celebrated fashion label Papa Don’t Preach by Shubhika unveiled garments and accessories to launch their store in the Metaverse, a historic moment as they are the first fashion house from India to do so.
The topic for the event was ‘Cohesive and Sustainable World in the Digital Era’ and included seminars and panel discussions aimed at solving the current issues that face today’s world. Key guests of the event included individuals from Sony Entertainment Venture, Fashion Design Council of India and Sequoia Capital.
The Papa Don’t Preach collection, named ‘NNL2.0’, included lehengas, dresses, and accessories from the brand. Six pieces walked down the digital ramp and were available to purchase as NFTs after the event. Shubhika Sharma, CEO and founder of Papa don’t preach said, “We are very excited for Papa Don’t Preach to be the first Indian fashion label to showcase their collection at the Metaverse fashion show. We are so happy to finally showcase the digital avatars of our garments, shoes and accessories.”
To view a video of the launch, click here.