In its second iteration, Metaverse Fashion Week was a spectacle of emerging technology and Web3 strategies, with leading fashion brands showcasing their latest technologies to audience across multiple metaverses. The event, which was hosted by Decentraland foundation in partnership with Spatial and Over the Reality, brought together a host of designers using technologies such as 3D engine Threidiem, artificial intelligence (AI), augmented reality (AR), and 3D printing to create immersive and engaging experiences.
One of the standout activations was Coach’s gamified Metaverse Fashion Week experience in Decentraland centred around its hero Tabby bag, which was developed with the help of Threidiem. The activation allowed visitors to try out games and other immersive experiences related to the brand’s products. Another interesting activation was that of adidas, which showcased the emerging cross-platform capabilities of digital wearables via a runway show and immersive space. Tommy Hilfiger also participated in Metaverse Fashion Week, offering a sales hub that allowed users to purchase physical items or directed them to Ready Player Me (RPM) where they could buy digital wearables created with partner DRESSX that could then be worn by avatars across Decentraland, Roblox and RPM compatible worlds such as Spatial.
AI also played a significant role in Metaverse Fashion Week, with both Tommy Hilfiger and DRESSX launching an AI fashion challenge via written prompts that allowed participants to create looks that were implemented with Hilfiger branding. The winners of the challenge had their creations produced as an NFT artwork with AR and Decentraland utilities. Meanwhile, augmented reality (AR) platform Over The Reality participated in the event by hosting an AR runway show in Milan’s Piazza del Duomo, which 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 Fashion Week also proved to be a platform for the convergence of the digital and physical worlds, with e-commerce platform Monnier Paris teaming up with Decentraland and digital fashion brand Republiq on a design competition for Web3 fashion creators. The finalists had their design submissions turned into real-life bags via 3D printing technology and sold on Monnier Paris with an accompanying NFT.
Overall, Metaverse Fashion Week demonstrated the incredible potential of Web3 technologies and the metaverse for the fashion industry. With a growing number of brands investing in immersive experiences and leveraging emerging technology to create unique offerings, Metaverse Fashion Week is just the beginning of a new era of fashion that promises to be more innovative, engaging, and exciting than ever before.
