Hugo Boss brings AI showroom experience to Metaverse Fashion Week

Hugo Boss is joining Metaverse Fashion Week (MVFW) with a virtual, immersive showroom, serving as a digital extension of its latest fashion show in Miami.

The new space, premiering at MVFW from March 28 to 31, blends gamification with a digital shopping experience.

Users will have the opportunity to discover Boss products in a “new and engaging” way.

In addition, the fashion retailer has utilised AI to translate the show’s creative concept into a metaverse showroom.

The five looks displayed in the space will be shoppable, linked to the relevant product pages on hugoboss.com.


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The outfits featured include hero pieces from the runway, along with additional menswear and womenswear styles.

Launching into the virtual showroom, users will be guided through the “ethereal, light-filled space,” full of shoppable looks and collectable objects.

Once a user completes the quest, they will be rewarded with a digital fashion item – a blue Boss suit, as seen on the Miami runway – which can then be worn on the multi-game avatar platform Ready Player Me.

The BOSS immersive showroom is hosted on Spatial, one of the co-hosts of the 2023 MVFW.

“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,” Hugo Boss chief executive Daniel Grieder said.

“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.”

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