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Indian Label Papa Don’t Preach By Shubhika Is Set To Enter The Metaverse

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One thing that has made it to fashion’s favourite dictionary today is–’Metaverse.’ An idea that every brand hopes to explore and a universe that many seem to have already found a seat in, designer houses are on a journey to curate their mark in the other verse. With the rapidly growing industry, making alterations with respect to its consumer needs, NFTs have been enjoying well-deserved popularity in the current times. That’s why every luxury label, Gucci being the recent, is tapping into that space with full force.

Not just that, but the idea of presenting designs on a platform that is set in the other verse, is attracting the brightest minds in the business. And this curiosity to explore the fresh air also led to the first fashion show in the metaverse, which welcomed every key name that has weaved the philosophy of fashion today. While something like this, seems like an experiment to Indian markets, label–Papa Don’t Preach By Shubhika has confirmed it is tricky but not impossible.

According to the new update on the label’s official Instagram handle, it has shared a glimpse of its new collection in the metaverse. Keeping its signature aesthetic intact, the lineup includes embellished lehengas, tulle dresses and a mix of multi, cut-out designs that reflect the Papa Don’t Preach’s popular maximalist style. Modelled by metaverse avatars, the collection is titled–NNL2.0 in the metaverse. Other posts on the label’s social media handle, also tease at the upcoming launch of Papa Don’t Preach NFTs, and well that’s pretty exciting. Right? While you’re sitting back, thinking, what more options are available in this range, then let us tell you that the label’s eclectic and vibrant jewellery designs like massive headpieces, matha pattis, ear danglers and more are expected to drop in the collection. Well, there’s more to unfold, but we’re happy to see an Indian label exploring this space. Interestingly, Papa Don’t Preach is also India’s first fashion house to enter the metaverse. How big and better can it be than this?

Also Read: An AI Designer’s First-Ever Upcycled Collection Made Out Of Digital Waste Is A Misaal For The Metaverse (And Earth)

According to reports, the brand  earlier showcased its collection at India’s first-ever Metaverse show, hosted by WICCI (Women’s Indian Chamber of Commerce and Industry) in collaboration with WEF (Women Economic Forum), and the India-Austria Bilateral Business Council. While this is a major step taken by any Indian fashion label, other big players in the business like– designers Raghavendra Rathore and Anamika Khanna earlier dropped NFTs, with Manish Malhotra leading the troop by being the first Indian designer to do so. Well, this is pretty exciting for both the designers and their target audiences and we only hope to see more such developments made in the Indian fashion space.

Image Credits: Instagram

A Slice Of The Future, This First Indian Jewellery Collection Launch In The Metaverse Is Refreshing But Still Under Construction


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