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Metaverse Fashion Week: Which retailers are stepping into the digital realm?

Hugo Boss Metaverse

Fashion and beauty retailers including Boots and Hugo Boss are stepping into the digital world for Metaverse Fashion Week (MVFM), which takes place this week.

Between 28-31 March 2023, this year the platform is hosting a series of digital runway shows, panel discussions and after-parties, with over 60 brands participating in the “milestone” event.

InternetRetailing rounds up which retailers are entering the Metaverse this year to showcase their brands, and what can be expected.

Hugo Boss

Hugo Boss has announced it is joining MVFW with a virtual immersive and interactive experience via its Boss showroom, serving as a digital extension of its latest fashion show in Miami.

The virtual space combines a digital shopping experience and gamification to discover products in a “new and engaging way”.

As a result, the fashion retailer has created five looks using AI in the space, with a link to items available to view and purchase on the Hugo Boss website.

Hugo Boss virtual showroom

The outfits featured include hero pieces from the runway, along with additional menswear and womenswear styles.

According to the brand, when launching into the virtual showroom, users will be guided through the “ethereal, light-filled space”, where they will discover each shoppable look.

Once a user completes the quest, they will be rewarded with a digital fashion item, a blue suit, as seen on the Miami runway, which can then be worn on the multi-game avatar platform Ready Player Me.

“Following a line-up of NFT projects, the BOSS immersive showroom is the next step in our exploration of Web3 and the Metaverse, exciting new spaces for fashion brands,” Hugo Boss CEO Daniel Grieder said.

“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 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.”


Clarks has also revealed it is entering the Metaverse, opting for an innovative digital arcade experience.

In partnership with Threedium, the theme invites users to pay homage to the British shoe brand’s roots, via an immersive entertainment hub, Clarks Arcade.

In a statement, Clarks said it is showcasing its newest shoe icon Torhill and the ever-classic Wallabee through a “fun, engaging experience for Decentraland citizens – The Clarks Arcade.”

Credit: Clarks Linkedin

It said: “Being a part of Metaverse Fashion Week not only allows us to highlight our products, but it also enables us to immerse our fans in our brand in a way like never before.

“The Clarks Arcade activation perfectly depicts our rich history and who we are today; an iconic shoe brand that continues to push the boundaries of unique style and innovation.”

Tommy Hilfiger

Tommy Hilfiger launched its multi-metaverse hub earlier this week.

As part of its Decentraland Metaverse Fashion Week 2023 presence, the lifestyle brand included several metaverse platforms, including Decentraland, Roblox, Spatial, DressX and Ready Player Me.

In partnership with ecommerce company Emperia, the hub includes AR items, NFTs, a photo booth, and gamification, alongside a community-focused competition to create AI fashion.

“Metaverse retail experiences have the potential to solve user experience, data analysis and online engagement issues retailers have been struggling with from the inception of e-commerce,” Emperia co-founder and CEO Olga Dogadkina said.

“The new Tommy Hilfiger hub brings together all platforms and centralises virtual and physical, allowing for easy transition between platforms and enabling the direct sale of goods, both physical and virtual, with one simple checkout process.”

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