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  • Writer's picturePritish Bagdi

Hugo Boss joins Metaverse Fashion Week

Boss has joined the list of participating labels in Metaverse Fashion Week, which also includes Dolce & Gabbana, Coach, Tommy Hilfiger, and Adidas for its Fall 2023 edition.


Pritish Bagdi

As an extension of its SS23 Miami fashion show, Boss is running a virtual showroom during the three-day event, which closes on Friday, March 31. The company claimed in a statement that the showroom area combines gamification and online purchasing with an emphasis on customer interaction and discovery.

In an effort to bring the online experience offline, Metaverse Fashion Week has created linked wearables for the first time, a specific welcome area, and maps that are available to first-time visitors seeking for various brand activations.

"We are really attempting to do an experiment of an event not just in one area but also working with multiple metaverses and trying physical events," said Giovanna Graziosi Casimiro, the director of Metaverse Fashion Week, to NFT Today. We are investigating how to develop those communities on a global scale within our computers before reintroducing them to the real world.

Boss used AI to convert the creative notion of the concert into a Metaverse experience, trying to blur the lines between the digital and real worlds. Five shoppable looks are shown; each is connected to the appropriate product page on the brand's website.

“Following a line-up of NFT projet, the Boss immersive showroom is the next step in our exploration of Web3 and the Metaverse,” said Daniel Grieder, Hugo Boss CEO. “We will leverage the opportunities this opens for our brand’s storytelling and see it as an additional sales channel within our future omnichannel strategy.”




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