The virtual world was awed by the second annual Metaverse Fashion Week (MVFW), a collaboration between Spatial and Over that ran from March 28–31. Over 60 prestigious brands, including Dolce & Gabbana and Gucci, participated in the event which featured digital runways, thought-provoking panels, and lively afterparties. The highlight of the event was a hybrid AR runway orchestrated by Over that mesmerized attendees and onlookers alike, as it unfolded across Milan’s iconic Piazza of Duomo di Milano.

AR has emerged as a groundbreaking medium in the fashion industry, providing brands with a powerful tool to tell their stories and showcase their creations in a more immersive and intuitive way. AR catwalks, augmented shop windows, and AR virtual try-ons are just the beginning, as consumer-ready smart glasses become widely available, AR strategies will become indispensable for every brand.

At the MVFW, one innovative AR runway featured larger-than-life virtual models strutting across the plaza, donning cutting-edge digital designs from participating brands such as Balmain x Space Runners and Gucci’s “VAULT” project. The beauty of AR lies in its accessibility, users can enjoy the experience without the need to sit in front of a computer or wear cumbersome VR headsets. With AR, the metaverse comes to life around the user, allowing them to be present among real people while enhancing their surroundings with breathtaking immersive digital content.

Future developments in AR technology could enable users to interact with virtual models by conversing and selecting outfits, revolutionizing the way we experience and engage with fashion. The fusion of the physical and digital worlds unlocks a realm of limitless possibilities for brands and retailers alike. The MVFW demonstrated the potential of AR in fashion and set the stage for a new era in the industry.

Guests watching an AR fashion show on the Piazza of Duomo di Milano. Source: Over