The doors. month-long NYFW pop-up "Metaverse, Schmetaverse" showcases 50 fashion and accessories designers, 10 up-and-coming artists, and 10 beauty brands by Beautyque NYC, the first 3D multi-brand retail virtual storefront in the beauty industry. doors. provides an unmatched opportunity for independent designers and emerging artists to showcase their work in an absolute prime location in SoHo and to sell pieces direct to luxury consumers. For discerning, novelty-seeking customers, the doors.pop-up provides exclusive access to unique fashion and art that are not available in any other retail spaces in New York.

The pop-up showcases both exciting digital and AI artists as well as creatives working with traditional techniques, fashion designers that utilise 3D print as well as designers that support local craftsmen and employ centuries-old traditions such as crocheting, embroidery and handknitting in their collections. This mix includes New York Fashion Week designers such as Private Policy, yet-to-be discovered designers like Emma Altman, PH5, and Dawang, as well as international cult brands like Y/ Project, Juun J, Litkovskaya, WOS (Walk of Shame) and rising talent from more than 20 countries, including Hong Kong vegan leather brand Noiranca, and Columbian conceptual knitwear brand Papel.

As the hype around the metaverse continues, brands are launching virtual collections and artists are embracing experiments with NFTs. "Digital fashion and art offer ample possibilities for creative talent and community building. The metaverse is a compelling extension for physical fashion and art, and a unique way to engage with the younger consumer. It is here to stay, but so is physical retail. One does not exclude the other. Brick-and-mortar activations have immense value for emerging designers and up-and-coming artists to introduce their work to new audiences, build trust and amplify their story,” comments Alise Trautmane-Uzuner, founder, the doors.


27 Greene Street, SoHo, New York
Mon. - Sat. 11am - 7pm, Sun. 12pm - 6pm