As fashion weeks around the world have been cancelled, postponed or gone fully digital, attending fashion week has looked very different since the pandemic began in early 2020. From Couture Week to Paris Men’s Week, brands ranging from Chanel to Prada showed short videos of their collections in favor of hosting a show with an entire audience. Some brands, however, are doing things a bit differently.

On the morning of Helsinki Fashion Week’s first day in late July, I entered what is called the “Digital Village,” the first entirely 3D fashion week, as an avatar. My first stop was the Sanctuary, where a glowing, moving orb vibrated in a forest environment with lots of clouds, trees and a lake. The orb responded and moved according to background noise. According to HFW, everyone’s Sanctuary was slightly personalized and the 3D fashion week was open to everyone. While the…

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