Hugo Boss Enters the Metaverse with a Virtual Showroom Created with AI

Metaverse Fashion Week 2023 goes on, and German luxury fashion brand Hugo Boss is the latest to enter the metaverse with an immersive experience.

The brand’s new virtual location, developed in partnership with Exclusible and Polycount, is an “extension” of the physical Spring/Summer 2023 Fashion Show in Miami, which took place on March 15. 

Located on the metaverse platform Spatial, the virtual showroom allows individuals to explore Hugo Boss in a new way. The digital location is inspired by the brand’s Miami fashion show, where models seemed to be walking on water. Like in real life, the virtual venue features aquatic elements mixed with architecture. Notably, the visuals of the runway were created with the use of artificial intelligence. 

The virtual store showcases five hero outfits from the IRL runway. The items created in the signature nude palette are also linked to the brand’s website, allowing metaverse visitors to purchase their favorite garments in a few clicks.

In addition, the experience includes an interactive “quest,” which allows players to receive a digital blue BOSS suit from the brand’s Spring/Summer 2023 collection. The item is wearable 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. 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,“

said the CEO of HUGO BOSS, Daniel Grieder. 

This is not the first time Hugo Boss has introduced a web3 experience. In October 2022, the brand released a collection of 1,001 non-fungible tokens that gave holders access to allowlists and giveaways. Notably, all proceeds from primary sales were donated to a mental health program for young people, “Youth Aware of Mental Health.”

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