With this year’s Metaverse Fashion Week 2023 (MVFW) already underway, brands like BOSS are taking the opportunity to learn and play with today’s emerging tech, hoping to find their perfect niche that will continue to capture the attention of its most loyal customers.

As one of the co-hosts of this year’s MVFW’23, BOSS seems to be focusing its efforts on creating an actual navigable experience for users that doesn’t necessarily “price them out,” compared to what we’ve seen from other high-end luxury brands. 

Today, BOSS took that next bold step into the Metaverse just following its critically acclaimed Spring/Summer 2023 Fashion Show in Miami, bringing its customers into Spatial to enjoy an immersive, interactive experience inside its virtual BOSS showroom.

As the digital extension of its Miami Fashion Show, BOSS brings its visual identity front-and-center as it contrasts the event’s aquatic theme against brutalist architectural elements to create a new virtual space that blends gamification with digital shopping. 

Using A.I. to translate the show’s creative concept into a Metaverse showroom, BOSS has its online store at the heart of its Metaverse experience. The five looks displayed in the space will be shoppable, linked to the relevant product pages on hugoboss.com, featuring hero pieces from the runway, along with additional menswear and womenswear styles. 

Not to mention, BOSS is celebrating its design codes, including its timeless tailoring and effortless separates. The brand’s hallmark BOSS black, white and camel color palette is interspersed with pops of soft blue, just like we saw in Miami. 

For users inside the virtual showroom, they will be guided through a “quest” where they are encouraged to collect objects along the way. Once a user completes the quest, they are 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 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 Daniel Grieder, CEO of HUGO BOSS.

This year’s MVFW theme pays tribute to “Future Heritage,” returning to Decentraland for its second year run from March 28 to 31. 

You can access BOSS’s virtual showroom by clicking here.

In other news, read about Elon Musk and others calling for a “pause” on A.I. powered experiments, calling it a potential danger to the real world without further studies.