Selfridges has launched a metaverse department store.

Users will be able to access the store via 3D virtual social platform Decentraland and be able to view Non-Fungible Tokens (NFTs) from Paco Rabanne and Fondation Vasarely.

Decentraland was launched in February 2020 and allows users to buy virtual goods and land with the cryptocurrency MANA, which uses the Ethereum blockchain.

The virtual store was opened during Metaverse Fashion Week, a virtual event hosted in Decentraland which ran from March 24 to March 27, which included participation from brands such Estée Lauder, Tommy Hilfiger, Dolce & Gabbana, and Forever 21.

The move comes as more established retailers launch metaverse stores.

Skechers announced it is launching a metaverse store, also in Decentraland, earlier this month.

“This is the first meta department store in the history of Web3 and anybody can visit,” said a Selfridges spokesperson. “Interact as a guest or attach your crypto wallet to access all features, while keeping your in-world progress and digital assets safe.”

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