{"id":21359,"date":"2023-04-05T22:11:57","date_gmt":"2023-04-06T02:11:57","guid":{"rendered":"http:\/\/cryptocornercafe.com\/cafe\/?p=21359"},"modified":"2023-04-05T23:24:11","modified_gmt":"2023-04-06T03:24:11","slug":"augmented-reality-helps-brands-tell-their-story-mvfw-2023","status":"publish","type":"post","link":"http:\/\/cryptocornercafe.com\/cafe\/2023\/04\/05\/augmented-reality-helps-brands-tell-their-story-mvfw-2023\/","title":{"rendered":"Augmented reality helps brands tell their story: MVFW 2023"},"content":{"rendered":"
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The second annual Metaverse Fashion Week<\/a> (MVFW) hit the virtual runway this year from March 28\u201331 via a collaboration between Spatial \u2014 a 3D social network platform \u2014 and Over, a blockchain-based augmented reality (AR) platform.<\/p>\n

This year\u2019s event saw over 60 brands, including legacy names such as Dolce & Gabbana, Tommy Hilfiger, DKNY and Gucci. Like last year, the event combined digital runways, panels with industry thought leaders and designers, and afterparties.<\/p>\n

However, one of the main attractions occurred on the event\u2019s last day, March 31, when a hybrid AR runway from Over was cast across the Piazza of Duomo di Milano \u2014 one of Milan\u2019s most iconic locations. <\/p>\n

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Guests watching an AR fashion show on the Piazza of Duomo di Milano. Source: Over<\/em><\/figcaption><\/figure>\n

Diego Di Tommaso, the co-founder and chief operating officer of Over, told Cointelegraph that core components of the fashion industry include projecting identities and creating narratives around brands.<\/p>\n

\u201cAR, specifically, is regarded as the new and exciting medium that allows brands to tell their stories and showcase their creations more compellingly and intuitively.\u201d<\/p><\/blockquote>\n

Tommaso said the \u201cimpression, understanding and emotion\u201d that consumers get from an item presented in AR vs. 2D is incomparable. According to the co-founder, AR catwalks, augmented shop windows and AR virtual try-on are only scratching the surface<\/a> of what\u2019s to come for the fashion industry.\u00a0<\/p>\n

\u201cAs soon as consumer-ready smart glasses hit the market, there will be no brand without an AR strategy.\u201d<\/p><\/blockquote>\n

This AR runway featured large-scale virtual models who paraded across the plaza in cutting-edge digital designs from the participating brands, including Balmain x Space Runners and Pet Liger, part of the Gucci \u201cVAULT\u201d project. Even some notable Bored Ape Yacht Club personalities walked the runway.\u00a0<\/p>\n

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Bored in Piazza del Duomo, the heart of Milan (Italy)\u2026 1st time ever I signed my APE for the opening of @OVRtheReality<\/a> Metaverse Fashion week!
How did I do @CryptoGarga<\/a> @GordonGoner<\/a> @BoredApeYC<\/a> @apecoin<\/a> ? pic.twitter.com\/WU6ZPKNqO9<\/a><\/p>\n

\u2014 giacastyle.eth (@giacastyle) April 2, 2023<\/a><\/p><\/blockquote>\n

Over shared with Cointelegraph that guests called the event a \u201cnew level of experience,\u201d bringing digital fashion to a \u201cwhole new stage.\u201d<\/p>\n

Related: <\/em><\/strong>The metaverse is becoming a platform to unite fashion communities<\/em><\/strong><\/a><\/p>\n

Dave Carr, the head of creative strategy and partnership at Over, told Cointelegraph that AR differs from the metaverse because viewers don\u2019t have to sit in front of a computer or strap on an \u201cunwieldy VR headset\u201d to have the experience.\u00a0<\/p>\n

\u201cWith AR, the metaverse comes to you. You can be present among real people while enhancing your surroundings with amazing immersive digital content.\u201d<\/p><\/blockquote>\n

Carr hinted that future developments from Over would even allow engagement with the AR models through speaking and deciding on outfits<\/a>, indicating \u201chuge implications for brands and retailers.\u201d<\/p>\n

Magazine: <\/em><\/strong>The secret of pitching to male VCs: Female crypto founders blast off<\/em><\/strong><\/a><\/p>\n