Metaverse Fashion Week 2.0, hosted by Decentraland foundation in partnership with Spatial and Over the Reality, showcased a wider range of experiences for participating brands to showcase their emerging technologies and solidify their web3 strategies. Threediem, a 3D engine that digitizes physical assets, collaborated with Coach on the brand’s gamified Metaverse Fashion Week experience centered around its Tabby bag.
Adidas Originals and Tommy Hilfiger demonstrated cross-platform capabilities of digital wearables, where Adidas had a runway show and immersive space while Tommy Hilfiger had a sales hub that directed users to Ready Player Me (RPM) to purchase digital wearables created with partner DRESSX. Through AI fashion challenges organized by Tommy Hilfiger and DRESSX, designers were invited to create looks via written prompts and implement Tommy Hilfiger branding. Winners had their creations produced as an NFT artwork with AR and Decentraland utilities.
Hugo Boss created an immersive showroom on Metaverse Fashion Week co-host platform, Spatial, where visitors could purchase physical versions of the five looks displayed in the space using links to its e-commerce. Visitors could also receive a digital version of a BOSS suit shown on the Miami runway by completing a quest.
Over the Reality participated in Metaverse Fashion Week with a site-specific AR runway show, merging the physical and virtual worlds. French e-commerce platform Monnier Paris collaborated with Decentraland and digital fashion brand Republiq on a design competition for Web3 fashion creators. Finalists had their submissions turned into a real-life bag using 3D printing technology and sold on Monnier Paris with an accompanying NFT.
Metaverse Fashion Week demonstrated that the metaverse and real world are inextricably bound with all the same components, from reality shows to awards ceremonies. The event also showcased digital versions of real-life collections, highlighting the potential of Web3 technology to transform the fashion industry. Philipp Plein unveiled his new Swiss-made timepiece category during Watches and Wonders in Geneva and hosted a concurrent activation in Decentraland, streaming the IRL event’s live performance by Bonnie Tyler at his Plein Plaza space in the virtual world.
