Boss opens virtual showroom as part of Metaverse Fashion Week

Boss, the Hugo Boss-owned label, said it’s “taking a bold step into the metaverse on the heels of a critically acclaimed Spring/Summer 2023 Fashion Show in Miami”. 

It’s taking part in the current Metaverse Fashion Week (MVFW) with a Boss virtual showroom and an immersive, interactive experience. The showroom is hosted on Spatial, one of the co-hosts of the 2023 MVFW, taking place until Friday. 

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”.

Users can discover Boss products in a “new, engaging way” with the brand having used artificial intelligence to translate the show’s creative concept into the showroom.

The metaverse concept is also connected to the Boss online store and the five looks displayed in the space are shoppable, linked to the relevant product pages on hugoboss.com. 

The pieces featured include hero runway items, along with additional menswear and womenswear styles, “and celebrate Boss’s design codes, such as timeless tailoring and effortless separates”. The label’s signature black, white and camel colour palette is interspersed with pops of soft blue, as seen in Miami.

As expected with many metaverse initiatives, the project also features an integrated layer of gamification with users discovering each shoppable look and being encouraged to collect objects along the way. Once a user completes the quest, they will be rewarded with a digital fashion item.

CEO Daniel Grieder said that after several NFT projects, 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”.