About This Project

In February 2022, Blueberry worked with world-renowned luxury designer Jonathan Simkhai, and metaverse builder, Everyrealm, to unite the physical and virtual worlds by launching the world’s first inaugural Metaverse Fashion Week. For the first time ever, digital wearables made their runway debut in advance of their physical counterparts. Taking place ahead of Jonathan Simkhai’s New York Fashion Week runway event, the digital collection was unveiled in Second Life, the original metaverse platform, as part of an exclusive live digital experience. Blueberry created 10 “metaverse” looks of Jonathan Simkhai’s runway outfits, all of which were wearable and available for sale after the event. Tens of thousands of Second Life participants were able to attend the interactive, first-of-its-kind event.

In the Press