Metaverse Fashion Week’s second iteration took place in partnership with Decentraland foundation, along with two other metaverses: Spatial and Over the Reality. It was an opportunity for emerging brands such as Threediem’s Coach to showcase their products and employ real narratives and brand values. Other major fashion brands like adidas Originals and Tommy Hilfiger participated in the event and highlighted the emerging cross-platform capabilities of digital wearables.
Decentraland allowed holders of adidas’ non-fungible token (NFT) collection to wear their pieces in the metaverse via a ‘linked wearables’ feature. Meanwhile, Tommy Hilfiger’s Decentraland space enabled users to purchase physical items and digital wearables that could be worn across various worlds compatible with Spatial, Decentraland, and Roblox.
The event also featured an AI fashion challenge by Tommy Hilfiger and DRESSX. Participants were invited to create looks via written prompts and implement Hilfiger branding, where winners received their creations produced as an NFT with AR and Decentraland utilities.
Hugo Boss created an immersive showroom on the metaverse cohost platform Spatial, which garnered attention from visitors in the event as a digital extension of the recent BOSS fashion show. Visitors could purchase physical versions of the five looks displayed in the space via links to BOSS’s e-commerce.
Over The Reality participated in Metaverse Fashion Week with a site-specific AR runway show at Milan’s Piazza del Duomo, where people in the vicinity could access via their smartphones to see looks and accessories from Pinko, the Balmain x Spacerunners collaboration and Gucci Vault collaborator Pet Liger.
Finally, Metaverse brought a new audience to Philipp Plein’s new Swiss-made “Crypto King” timepieces during Watches and Wonders in Geneva. Plein’s event was streamed live from his Plein Plaza space in the virtual world during the IRL event’s live performance by Bonnie Tyler, where the first 100 participants received digital wearable necklaces inspired by the futuristic aesthetic of the new watches.
Overall, the event showed how the metaverse does not exist in silos but is inextricably bound to the real world, highlighting our obsession with tv reality shows, the red carpet moments of the MET Gala and Oscars, and fashion’s links to the world of music and entertainment.
