Pernod Ricard partnered with Blink Digital for Blenders Pride Glassware Fashion Tour 2022 to create the Blenders Pride Glassware Fashion Tour Park on Decentraland. The Fashion Tour Park was a game-changer for the Indian fashion industry, as it was the first time a fashion tour was hosted in the Metaverse.
The Fashion Tour Park comprised several zones, including the Designer & Trial Zone, Ramp area, Lounge and distinctive selfie spots. The Designer & Trial Zone was where users got a chance to try on and purchase one-of-a-kind wearable NFTs based on designs by renowned Indian designers. The purchase of these NFTs entitled the user to get that exclusive outfit in the real world, thereby allowing them to sync their digital and physical presences. In the Ramp area, users also had the opportunity to be a showstopper and walk the ramp, with the paparazzi snapping away! Users could also watch live streams of the on-ground events here. The headline event of the Fashion Park was the metaverse fashion show, showcasing the "This is not a T-shirt" project. The fashion show featured 60 real-world outfits created by India’s leading designers and labels, reimagined in the metaverse. The ramp models were created to represent various backgrounds, including LGBTQIA+, body positivity, and people of determination. The Fashion Park also offered fun activities such as the Metaverse Treasure Hunt and after-party.