Metaverse Fashion Week’s second iteration in Decentraland was a pivotal week for retail as brands harnessed emerging technologies and solidified their Web3 strategies. Decentraland foundation partnered with additional metaverses such as Spatial and Over the Reality to provide a broader experience while participating brands showcased cross-platform capabilities of digital wearables, augmented reality, and artificial intelligence (AI)-generated fashion designs. Threediem, a 3D engine, enabled the digitization of physical assets, supporting brands such as Coach to generate commercial opportunities. Here are the most interesting takeaways from the weeklong event that will transform the luxury fashion industry of the future.
Cross Metaverse Capability: Community vs. Commerce
The emerging cross-platform capabilities of digital wearables were showcased by adidas Originals and Tommy Hilfiger. While the adidas play was community-focused, Tommy Hilfiger’s was driven by commerce. adidas hosted a runway show and immersive space, whereas holders of adidas’ Virtual Gear nonfungible token collection could wear their pieces in Decentraland via a ‘linked wearables’ feature. Simultaneously, Tommy Hilfiger’s Decentraland space acted as a sales hub that allowed users to buy physical items or directed them to Ready Player Me to purchase digital wearables created with partner DRESSX.
DRESSX X Tommy Hilfiger Artificial Intelligence (AI) Fashion Challenge
Tommy Hilfiger and DRESSX launched an AI fashion challenge from the latter’s Discord channel, whereby potential AI designers were invited to create looks via written prompts and implement Hilfiger branding. The winning entries will be produced as NFTs with AR and Decentraland utilities.
Spatial Stepped Up Its Fashion Game With Hugo Boss
Hugo Boss created an immersive showroom on Metaverse Fashion Week cohost platform, Spatial. It allowed visitors to 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 could be worn on Spatial and other platforms using Ready Player Me avatars.
Augmented Reality: Merging Two Worlds
Augmented Reality (AR) metaverse platform Over The Reality participated in Metaverse Fashion Week with a site-specific AR runway show at Milan’s Piazza del Duomo. People in the vicinity could access it via their smartphones to see looks and accessories from Pinko, the Balmain x Spacerunners collaboration and Gucci Vault collaborator Pet Liger. As part of the Coach experience in Decentraland, AR platform ZERO10 created a special enhancement for the Tabby bag.
Let’s Get Real
Monnier Paris, a French e-commerce platform, partnered 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. The objective is to spotlight digital talent and create a bridge between the digital and the real world.
House of Barth’s Virtual Runway Show and Philipp Plein’s Activation in Decentraland
Winston Bartholomew of 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. Meanwhile, Philipp Plein’s Plein Plaza space in the virtual world unveiled his new Swiss-made Crypto King timepieces during Watches and Wonders in Geneva. The physical watches come with complimentary NFTs while the first 100 participants attending the Decentraland event received digital wearable necklaces inspired by the futuristic aesthetic of the new watches.
It is becoming increasingly apparent that the metaverse does not exist in isolation. It’s inextricably bound to the real world with all the same components, from our obsession with TV reality shows to fashion’s links to the world of music and entertainment. In conclusion, Metaverse Fashion Week 2.0 has set the benchmark for the integration of emerging technologies and the Web3 ecosystem, transforming the future of the luxury fashion industry.
