Hugo Boss will be participating in the Fall 2023 Metaverse Fashion Week, joining several other big-name brands such as adidas, Coach, Dolce & Gabbana, and Tommy Hilfiger.
During the three-day event, which concludes on March 31, the brand will operate an AI-powered virtual BOSS showroom where attendees can engage in an immersive and interactive experience.
The gamified experience will launch users into the virtual showroom, where they will be guided through an ethereal, light-filled space to discover shoppable looks and be encouraged to collect objects along the way. Once a user completes the quest, they will be rewarded with a digital blue BOSS suit, as seen on the Miami runway, which they can then wear on the multi-game avatar platform Ready Player Me.
“Following a line-up of NFT project, the Boss immersive showroom is the next step in our exploration of Web3 and the Metaverse,” said Hugo Boss CEO Daniel Grieder. “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.”
The Metaverse Fashion Week, which is being hosted on Decentraland, aims to highlight the latest advancements in digital fashion and bridge the gap between different realities. This year’s theme is “future heritage.”
“We are really trying to do an experiment of an event not just in one place but also working with different metaverses and trying physical events,” said Giovanna Graziosi Casimiro, head of Metaverse Fashion Week. “We are exploring how to create those communities globally inside our computers and then bring them back to the physical.”