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For the second iteration of Metaverse Fashion Week, Decentraland foundation partnered with Extra Metaverse Spatial and Over the Reality, with a wide experience and participating brands both using new technologies to strengthen their Web 3 strategy.
“Last year, brands were becoming more visible, but now they know a lot more about what they want,” Sosdium CEO Mike Charalambous said in an interview. There is a consistent strategy behind it that uses real narrative and brand values. 3D Engine Threediem enables digitization of physical assets, helping brands from Dior to Fendi generate business opportunities. In Decentraland, he worked with Coach on the brand’s Metaverse Fashion Week experience centered around the superhero Tabby Bag.
Cross-Metaverse Potential: Society versus Business
Both Adidas Originals and Tommy Hilfiger have demonstrated the cross-platform potential of digital wearables. While Adidas’ game was community-driven, Tommy Hilfiger’s game was business-driven.
Adidas hosted both the runways and the immersive space. As reported, owners of Adidas’ Virtual Gear NFT collection can wear their pieces in Decentraland through the ‘linked wearables’ feature, but the brand has given away 5000 Decentraland wearable editions of the Wallrunner jacket in a special blood orange colorway to visitors. . “The community had such an opportunity to learn,” Erica Wykes-Sney, VPR of adidas /// Studios, commented in an interview on Friday.
The Hilfiger Decentraland location was a point of sale that allowed users to purchase physical items or direct them to the event player (RPM) through digital wearables created with partner DRESSX and avatars in the Decentraland, Roblox and RPM compatible worlds. as Spatial.
DRESSX X Tommy Hilfiger Artificial Intelligence (AI) Fashion Challenge
The hottest topic of the moment — at least for that AI-generated image of the Pope in a white Balenciaga puffer jacket going viral and Italy’s ban on ChatGPT, which may be unrelated to me — AI also inserted itself into Metaverse Fashion Week. Tommy Hilfiger and DRESSX (which also created the wear for the Dundas Metaverse Fashion Week runways) launched an AI fashion challenge from the latter’s Discord channel in which potential AI designers were invited to work in the form of text prompts and implement Hilfiger branding. Winners will present their creations as NFT artworks with AR and Decentraland facilities.
Spacial upped his fashion game with Hugo Boss
Hugo Boss created an immersive showroom on Metaverse Fashion Week cohost platform, Spatial, calling it a digital extension of the recent BOSS fashion show that took place in Miami. Visitors can purchase physical versions of the five looks displayed on the site where they interact with BOSS e-commerce. In an additional gamified section, users who complete a mission receive a digital version of the BOSS outfit shown on the Miami runway using Ready Player Me avatars on Spatial and other platforms.
Daniel Grider, CEO of HUGO BOSS, said in a statement: “We take advantage of the opportunities this opens up for our brand story and see it as an additional sales channel in our future omnichannel strategy.” Grider is notably the former CEO of Tommy Hilfiger. The activation was created in collaboration with Web3 agency Exclusive. Spatial, which has the advantage of being a mobile-optimized metaverse, was previously considered more of an enterprise environment.
Augmented Reality: Merging Two Worlds
Augmented Reality (AR) Metaverse Fashion Week People around Milan’s Piazza del Duomo participated in Metaverse Fashion Week with a site-specific AR runway show where they could access looks and accessories from Pinko on their smartphones. and Gucci Vault associate Pete Liger. “It was about bringing digital fashion into the real world and merging the physical and the virtual,” Over founder Diego Di Tommaso said in an interview. “When you see something digital mixed with reality, the effect is very strong.”
Let’s be honest
Launched during Metaverse Fashion Week, French e-commerce platform Monier Paris has teamed up with Decentraland and digital fashion brand Republiq for a design competition for Web3 fashion designers. Finalists will have their submission turned into a real-life bag with 3D printing technology and sold at Monier Paris with NFT.
According to Dia Eliacoby-Bouriz, CEO of Monier Paris, the aim is to highlight digital talent and create a bridge with the real world. “We are convinced that they will shape the future of the luxury fashion industry in a big way,” she said during the interview, drawing parallels to the influence of music on fashion, exemplified by Louis Vuitton’s hiring of Pharrell Williams. “We hope that the prize will be digital fashion with the LVMH prize,” she said.
It is becoming increasingly apparent that the Metaverse does not exist in silos. It’s inextricably tied to the real world with its parallels – from obsessions with reality TV shows to MET Gala and Oscar red carpet moments.
HBO Reality Show winner Winston Bartholomew closed House of Bart Metaverse Fashion Week with a virtual runway show and teamed up with the Decentraland team to create a digital capsule of his latest collection. The next season of Britain’s Next Make Up Star, which airs on the British Broadcasting Corporation’s BBC 3 channel and is co-presented by make-up artist Val Garland, takes place in the metaverse.
Likewise, Web3 entrepreneur Kathy Hackl showcased a digital version of Vivienne Tam’s physical Bored Up Yacht Club-inspired dress created by Brand New Vision (BNV) on the virtual red carpets of Metaverse Fashion Week.
Finally to Philippe Plein, who unveiled his new Swiss watch range at Geneva Watches and Wonders last week and hosted a simultaneous activation in Decentraland, streaming the IRL event live performance by Bonnie Tyler in the virtual world at Plein Plaza. The first 100 participants received digital wearable necklaces in the shape of the new watch.
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