New arrival for Metaverse Fashion Week. Hugo Boss uses the three-day event to launch a virtual showroom.
The showroom is a “digital extension” of the fashion show held in Miami a few weeks ago, Boss said on Wednesday. The Metzingen-based fashion group used artificial intelligence to translate the show concept for the Metaverse showroom and to combine playful elements with a digital shopping experience for visitors to the virtual world.
Five Boss outfits, including both creations seen on the Miami runway and classic suits from the brand, can be spotted at Metaverse Fashion Week. Thanks to the integration of the Boss web shop, it is also possible to purchase these pieces directly. Customers are redirected from the virtual world directly to the relevant Boss product page.
The playful aspect of the metaverse is also not neglected in the showroom. Visitors are asked to collect objects while exploring the virtual world. Once all objects have been found, visitors will be rewarded with a digital version of a blue boss suit. The suit, previously seen on the Miami runway, can now be worn by avatars in the Ready Player Me game.
In addition to Boss, brands such as Tommy Hilfiger, Diesel, Dolce & Gabbana, DKNY and Adidas are also part of Metaverse Fashion Week, which ends on March 31st.