Metaverse Fashion Week’s second iteration was a resounding success. The Decentraland foundation partnered with additional metaverses Spatial and Over the Reality, making it a broader experience than ever before. Participating brands were able to harness emerging technologies and solidify their Web3 strategies, giving the event real narrative and brand values.
One of the standout events from Metaverse Fashion Week was Coach’s activation, which was created in partnership with 3D engine Threediem. Threediem helped Coach digitize its physical assets, enabling the brand to generate commercial opportunities. Its experience in Decentraland was centered around its hero Tabby bag, and it was gamified to create a unique and memorable experience for visitors.
Two brands that showcased the emerging cross-platform capabilities of digital wearables were Adidas Originals and Tommy Hilfiger. While Adidas focused on community, Tommy Hilfiger was driven by commerce. Adidas hosted both a runway show and immersive space, while Tommy Hilfiger’s Decentraland space was a sales hub. Visitors could buy physical items or connect with Ready Player Me (RPM) to purchase digital wearables created with partner DRESSX.
Artificial intelligence (AI) also made an appearance at Metaverse Fashion Week. Tommy Hilfiger and DRESSX created an AI fashion challenge, inviting would-be AI designers to create looks via written prompts and implement Hilfiger branding. Winners will have their creations produced as NFT artwork with AR and Decentraland utilities.
The Spatial platform got a boost from Hugo Boss, which created an immersive showroom on the Metaverse Fashion Week co-host platform. Visitors could even purchase physical versions of the five looks displayed in the space via links to BOSS’ e-commerce. In an additional gamified element, users completing a quest received a digital version of a BOSS suit that they could wear on Spatial and other platforms using Ready Player Me avatars.
Over the Reality participated in Metaverse Fashion Week with an augmented reality (AR) runway show at Milan’s Piazza del Duomo. People in the vicinity could access the show via their smartphones to see looks and accessories from Pet Liger, Balmain x Spacerunners collaboration, and Pinko.
French e-commerce platform Monnier Paris teamed up with Decentraland and digital fashion brand Republiq, on a design competition for Web3 fashion creators. Finalists will have their submission turned into a real-life bag via 3D printing technology and sold on Monnier Paris with an accompanying NFT.
It is becoming increasingly apparent that the metaverse does not exist in silos. It is inextricably bound to the real world, including our obsession with television reality shows and red carpet moments of the MET Gala and Oscars. House of Barth closed Metaverse Fashion Week with a virtual runway show and created a digital capsule of his latest collection with the Decentraland team.
Overall, Metaverse Fashion Week 2.0 was a major success that demonstrated the potential of the metaverse to bring people and brands together in a unique and memorable way. With a focus on emerging technologies and innovative Web3 strategies, it’s clear that the metaverse will continue to be a major area of growth for the fashion industry in the years to come.
