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  • Writer's pictureEugenie Mae

BOSS showcases collection with an immersive, AI-inspired showroom experience

BOSS is taking a bold step into the metaverse on the heels of a critically acclaimed Spring/Summer 2023 Fashion Show in Miami. From here, BOSS fans can immersive themselves in a virtual BOSS showroom and interact with the experience.



An extension of the BOSS Miami Fashion Show, this experience is a virtual identity that contrasts with the event's aquatic theme against brutalist architectural elements, with a new space that fuses a digital shopping experience with an element of gamification.

From here, fans can discover its product range by engaging in a fresh, new way. Looking deeper into taking the lead within the digital realm, the brand integrates Artificial Intelligence to translate the show's creative concept into a Metaverse showroom, ready for customers to get first-hand experience on.


Going phygital, the Metaverse concept BOSS ultimately connects fans to its online store. From there, the metaverse store showcases five looks – easily shoppable by leading fans to their official website. The showcased outfits will not only feature core pieces from the runway, but also additional menswear and womenswear styles that celebrate BOSS' deign codes and feature timeless tailoring with effortless separates. Here, fans can find the brand's hallmark BOSS black, white and camel colour theme with hints of soft blue, as seen in Miami.



To tie in a little bit of fun, the metaverse experience puts in an element of gamification.

Think a virtual showroom where fans will be led through an ethereal, light-filled space to discover looks, while being rewarded by objects along the way. As they complete the quest, fans will earn a digital fashion item like a blue BOSS suit, as found on the Miami runway. These collectibles can also be worn on Ready Player Me, a multi-game avatar platform.


"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," says Daniel Grieder, CEO of HUGO BOSS.
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