The second iteration of Metaverse Fashion Week saw additional metaverses Spatial and Over the Reality partnering with the Decentraland Foundation, providing an immersive experience for participating brands while solidifying their Web3 strategies. Threedium CEO, Mike Charalambous, highlights the cohesive strategy behind each brand’s digital activation and how real stories and brand values are essential in these metaverse events. Brands like adidas and Tommy Hilfiger showcased the emerging cross-platform capabilities of digital wearables, with adidas hosting a runway show, a space for immersive experiences and giveaways. Tommy Hilfiger created a sales hub that allowed for the purchase of physical items and even partnered with DRESSX to create digital wearables that can be worn by avatars on various platforms. AI also played an essential role in Metaverse Fashion Week, with Tommy Hilfiger and DRESSX launching an AI fashion challenge that invited aspiring designers to create looks via written prompts and implement Hilfiger branding. Other brands also participated, such as Hugo Boss, which created an immersive showroom, and Pinko and Gucci Vault collaborator Pet Liger, which showcased digital and real-world AR during Milan’s Piazza del Duomo. French e-commerce platform Monnier Paris also teamed up with digital fashion brand Republiq to highlight digital talent and create a bridge between the digital and real-world industries. Metaverse events have been successful in bringing a new audience, many of whom have become customers, which is why Philipp Plein continues to believe in Web3 investments despite the crypto winter. Plein presented his new Swiss made Crypto King watches during Clocks and Wonders in Geneva and simultaneously hosted an activation in Decentraland, streaming Bonnie Tyler’s live performance in Plein Plaza in the virtual world.
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