Augmented reality metaverse Over is planning a fashion and tech takeover of the Piazza del Duomo in Milan on March 31, with a hybrid fashion show and other events on the closing day of Decentraland’s Metaverse Fashion Week.
Attendees will be able to watch as a digital avatar wearing, for instance, a look from Gucci Vault’s latest collaboration bounds down the physical catwalk by simply lifting their smartphones and viewing the action on their screens.
The approach will feel familiar to anyone who ever played an AR game on their phone, such as Pokémon Go or Ingress, which layers digital objects over the camera’s view of the physical world as if they were tangibly present. “Fashion was among the first industries to recognize the incredible potential of the metaverse and Web 3.0,” said Davide Cuttini, Over’s chief executive officer and cofounder. “This is because of the many avenues that these domains open up for fashion, from design to retail. Over extends this horizon further by uniquely merging the virtual and physical worlds using augmented reality.
It’s all part of MVFW 2023’s main theme of “Future Heritage.” The umbrella concept juxtaposes tradition and innovation, physical and digital, uniqueness and interoperability, with a focus on digital-physical crossovers and cross-metaverse efforts.
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