Augmented reality helps brands tell their story: MVFW 2023

The second yearly Metaverse Fashion Week (MVFW) deed the virtual runway this twelvemonth from March 28-31, via a collaboration betwixt the 3D societal web level Spatial and Over, a blockchain-based augmented world (AR) platform.

This year’s lawsuit saw implicit 60 brands, including bequest names specified arsenic Dolce & Gabbana, Tommy Hilfiger, DKNY and Gucci. Similar to the past year, the lawsuit combined integer runways, panels from manufacture thought leaders and designers, and after-parties.

However, 1 of the main attractions occurred connected the event's past day, March 31, erstwhile a hybrid AR runway from Over was formed crossed the Piazza of Duomo di Milano — 1 of Milan’s astir iconic locations.

Guests of watching an AR manner amusement connected the  Piazza of Duomo di Milano. Source: Over

Diego Di Tommaso, the co-founder and main operating serviceman of Over, told Cointelegraph that halfway components of the manner manufacture see projecting identities and creating narratives astir brands.

“AR, specifically, is regarded arsenic the caller and breathtaking mean that allows brands to archer their stories and showcase their creations much compellingly and intuitively.”

Tommaso said the “impression, knowing and emotion” that consumers get from an point presented successful AR vs 2D is incomparable. According to the co-founder AR catwalks, augmented store windows and AR virtual try-on are only scratching the surface of what’s to travel for the manner industry. 

“As soon arsenic consumer-ready astute glasses deed the market, determination volition beryllium nary marque without an AR strategy.”

This AR runway featured large-scale virtual models who paraded crossed the plaza successful cutting borderline integer designs from the participating brands including Space Runners x Balmain, and Pet Liger, portion of the Gucci VAULT project.  Even immoderate notable Bored Ape Yacht Club personalities walked the runway. 

Bored successful Piazza del Duomo, the bosom of Milan (Italy)… 1st clip ever I signed my APE for the opening of @OVRtheReality Metaverse Fashion week!
How did I bash @CryptoGarga @GordonGoner @BoredApeYC @apecoin ? pic.twitter.com/WU6ZPKNqO9

— giacastyle.eth (@giacastyle) April 2, 2023

Over shared with Cointelegraph that guests called the lawsuit a “new level of experience” and that it brought integer manner to a “whole caller stage.”

Related: The metaverse is becoming a level to unite manner communities

Dave Carr, the caput of originative strategy and concern astatine Over, told Cointelegraph that AR is antithetic from the metaverse due to the fact that viewers don’t person to beryllium successful beforehand of a machine oregon strap connected an “unwieldy VR headset” to person the experience. 

“With AR, the metaverse comes to you. You tin beryllium contiguous among existent people, portion enhancing your surroundings with astonishing immersive integer content.”

Carr hinted that aboriginal developments from Over would adjacent let engagement with AR exemplary done speaking and deciding connected outfits, indicating “huge implications for brands and retailers.”

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