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I remember the last time this happened... like a decade ago in Second Life vogue.co.uk/fashion/article/metavese-fashion-week-decentraland
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They were writing about American Apparel in Second Life... in 2006. wired.com/2006/10/slshopping/
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It might surprise you to know that Second Life didn't become the future of fashion 15 years ago and some new VR iteration, which looks basically the same, won't become the future of fashion now.
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I'm not sure what's more embarrassing, the VR people pretending it's the summer of 2005 or the journalists who amplify this with a straight face and no sense of history?