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Augmented Reality Metaverse Over plans to take over fashion and technology in Milan’s Piazza del Duomo with a mixed fashion show and other events on the closing day of Decentraland’s Metaverse Fashion Week, the company announced Saturday morning. Also known as Over (OVR), it is one of MVFW’s collections.
The event, held with the support of Milan Municipality, will be an IRL-themed attraction featuring new and established fashion companies, including Gucci Vault x Pet Liger, Pinko, Balmain x Space Runners’ Unicorn NFT Collection, Ilona Song x Vogue Singapore, Ecoolska and XR Couture. Attending lectures, presentations or hybrid runway shows.
Attendees can dress up as digital avatars, for example, Gucci Vault’s latest collaboration view limits the physical catwalk by picking up their smartphones and watching the action on their screens.
“A critical part of making that work is the geographic presence of virtual fashions as digital assets,” said David Carr, head of partnerships.
“The Over Metaverse is, at its most basic level, this digital layer projected onto the physical Earth. And we’ve got over a trillion hexagons that represent digital terrain,” he told WWD. Now, what Over has done is taken the overlay layer, the piazza layer, and you’ve programmed the content or geo-located that map onto the Over platform.
The approach feels like anyone who’s played an AR game on their phone, like Pokémon Go or Ingress, can wear digital objects through the camera as if they were actually present in the physical world.
“When you activate the app on an iPad or smartphone, you can see the content translated into space,” Carr continued. “So wherever you stand in the piazza—if you stand on the balcony where the invited guests are standing—you’ll see the contents move from left to right. A person standing across the piazza sees the contents move from right to left.
The AR Metaverse Fashion Show, as a tech show, draws attention, but Over has other elements on the agenda, including a keynote from Marco Ruffa, Pinco Digital Transformation Director, Bored Monkeys and CryptoPunks, and a featured AR experience. Panel discussion with speakers from Marangoni, Municipality of Milan, Polygon and PwC Italia.
“Fashion was one of the first industries to realize the incredible potential of the Metaverse and Web 3.0,” said Over CEO and Founder David Coutney. “This is due to the many ways these domains open up for fashion, from design to retail. The use of augmented reality will further expand this horizon by uniquely merging the virtual and physical worlds.”
“Together, these provide a huge opportunity for brands, designers and retailers to reach consumers anytime, anywhere.”
Over is organizing a cross-creative competition for fashion designers who have created avatar wearables working in both Over and Decentraland.
It’s all part of MVFW 2023’s “Heritage to the Future” theme. The umbrella concept brings together tradition and innovation, physical and digital, diversity and interoperability in digital-physical cross-functional and cross-functional efforts.
While critics have pointed out all the ways in which the metaverse seems to be declining, at least as a cultural phenomenon, the technology and processes are still evolving. One way forward is to focus on augmented reality, and while there are few concrete examples of how AR can interact with the virtual world, it has always been referred to as part of the metaverse. In that light, Over, as an immersive, decentralized platform with an AR spin, looks like a step in a fruitful direction and adds new surprises.
At the very least, it allows its partners – Decentraland, Over and Spatial, the third MVFW cohost – to bring something new to the public. The trio came out on top last year, when the stakes were high and the event attracted 108,000 guests and 165,000 wearables. Those aren’t huge numbers, but it can be challenging to beat them as enthusiasm wanes.
Their goal now is to “translate the multifaceted experience of Fashion Month into the virtual world,” according to the announcement, and will include AR projects. But is this enough to revive interest in the variables? This should be clear next week.
Metaverse Fashion Week kicks off on Tuesday.
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