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Fashion Brand BOSS Enters Metaverse for Fashion Week

With the boom in artificial intelligence and virtual reality, it’s only natural that this would spill into the fashion world. Boss (or “Hugo Boss” owned label), a luxury fashion brand based in Baden-Württemberg, Germany, said it’s entering the metaverse for the Spring/Summer 2023 Fashion Show in Miami.

Between March 28-31st, 2023, Metaverse will be hosting a series of digital runway shows, panel discussions, and after-parties with 60 other brands participating in the event. 

“The virtual showroom concept seamlessly complements our Spring/Summer 2023 runway show in Miami and brings us closer to our goal of becoming the leading premium tech-driven fashion platform worldwide,” says Hugo Boss CEO Daniel Grider.

According to Fashion Network, the showroom serves as a “digital extension of the Boss Miami Fashion Show. With a visual identity that contrasts the event’s aquatic theme against brutalist architectural elements, the new space blends gamification with a digital shopping experience”.

It is said that the fashion retailer has created five looks using AI in the showroom space, with a variety of menswear, womenswear, and hero runway items while maintaining the label’s signature color palette (black, white, and camel).

The event will be an interactive experience for users to engage with brands using artificial intelligence to translate the show’s creative concept in the showroom. Also, Boss’s online store will be connected to the digital showroom with the appropriate linked product pages for users to purchase. To keep viewers engaged, the user will be tasked with collecting objects along the way until completion, to which they will be rewarded with a digital fashion item (a Blue suit worn on the multi-game avatar platform Ready Player Me).

On a closing note, Grieder says the immersive showroom “is the next step in our exploration of Web3 and the Metaverse, exciting new spaces for fashion brands…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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