Key Takeaways
The Decentraland foundation collaborated with other metaverses, Spatial and Over the Reality, for the second version of the Metaverse Fashion Week, resulting in a broad experience while both the participating brands tapped into new technologies and strengthened their Web3 strategy.
CEO of Threedium, Mike Charalambous explained in an interview that in comparison with last year, brands this year have more knowledge regarding what they want and require for themselves. He says the brands apply a more interrogated strategy towards implementing narratives and brand values in daily work.
Digitalizing physical assets with a 3D engine, Threediem helps businesses like Fendi and Dior create business prospects. In the past, it collaborated with Coach to create the company’s gamified Metaverse Fashion Week experience in Decentraland, which featured the hero Tabby bag from Coach.
Community Vs Commerce in Cross-Metavarse Capabilities
Digital wearables got a new higher platform with Adidas Originals and Tommy Hilfiger when both brands showcased cross-platform abilities, Adidas a more community-focused vision, and Tommy Hilfiger motivated by business.
An immersive venue and a runway show were organized by Adidas, who previously reported that owners of the Adidas Virtual Gear nonfungible token (NFT) collection could wear their items in Decentraland (thanks to a linked wearables feature.) They also decided to give away 5000 wearable versions of its Wallrunner jacket to visitors in an exclusive blood orange colorway.
Erika Wykes-Sneyd, the vice president of Adidas Studios, felt that this was a positive way to collect feedback on the use and effectiveness of interoperability in the collection and how the community felt about its introduction.
Users could buy tangible items in a sales center called Hilfiger’s Decentraland space, which provided physical products and led consumers to Ready Player Me (RPM), where they could buy DRESSX digital wearables adorned by several avatars in ‘Spatial’.
The AI Fashion Challenged by DRESSX & Tommy Hilfiger
The most-talked-about moment in the event, after Italy’s ban on Chat GPT use, was the use of tools like AI and AR on the international fashion runway.
Through the DRESSX Discord channel, Tommy Hilfiger and DRESSEX (which also designed the wearables for the Dundas Metaverse Fashion Week catwalk) organized an AI fashion contest, where aspiring AI designers were challenged to build designs using written instructions and incorporate Hilfiger branding. Winning entries would be turned into an NFT with AR and Decentraland utilities.
Hugo Boss boosted the Fashion Arena
Through the co-host platform, Spatial, Hugo Boss created an indulging showroom, focusing on a digital extension of the Miami BOSS Fashion Show. Links to its online store allowed visitors to buy the five styles that were on exhibit there in tangible form. Those who completed a quest earned a digital replica of a BOSS suit seen on the Miami runway that could be worn on Spatial and other platforms using Ready Player Me avatars as an extra gamified feature.
The Web3 agency Exclusible developed the activation, which till then, was in the hold of Spatial. It has the advantage of being a metaverse tailored for mobile devices and was thought of as a more formal setting.
Getting the Virtual & Real together: Augmented Reality (AR)
Augmented reality metaverse (AR) also saw a jump in the Metaverse Fashion Week, where customers around Milan’s Piazza del Duomo were able to view the show through their smartphones and access the looks on display Gucci Vault collaborator Pet Liger among others like the Balmain x Spacerunners collaboration with Pinko.
Diego di Tommaso, founder of Over the Reality, the platform for AR, says that this show in 2024 was a way to bring digital fashion to the people in the real world and mix it with virtual reality.
Season 2 of Glow Up: Britain’s Next Makeup Star has plans to roll out in the multiverse, showing a growing demand and popularity of the medium. The Metaverse Fashion week ended with a runway show in partnership with the Decentraland team, highlighting the digital capsule collection of Winston Bartholomew, winner of “The Hype” reality show.
The designers who participated in the Fashion Week believe that the metaverse opens a new portal that can bring in a bigger crowd including those who are interested in fashion and those interested in meta itself.
Read More: PARIZ: World’s 1st Metaverse for Fashion
