Fashion show

Alibaba grows metaverse presence with luxury Tmall fashion show

5 days ago   |   By Fashion United

Image: Alibaba, Tmall Luxury Pavillion
Chinese e-commerce company Alibaba is set to celebrate five years of its Tmall Luxury Pavillion, an online shopping platform for luxury brands, with the launch of digital experiences.
To celebrate, the company will be heading into the metaverse alongside global luxury labels for an augmented reality fashion show and an exhibition using Extended Reality showcasing the future of retail.
During the event, customers can acquire a special premium Meta pass that will allow them to shop new products by the likes of Burberry, Max Mara and Bogner before they...
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Swagga hopes to define the future of phygital fashion metaverses with its new platform

5 days ago   |   By Fashion United

Image: Swagga, Onimaru
Interview
The ‘phygital' concept is a one being rapidly adopted by brands, retailers and designers alike, and sees the merging of physical and digital activations, such as in-person events shown in the digital world or vice versa. Its integration into various marketing strategies has been adopted by a number of big name brands, including Tommy Hilfiger, which exercised the concept in its recent New York Fashion Week event, where it held a real life show parallel to a metaverse-based event on Roblox.
As new metaverse platforms develop and adapt, fashion's stance in...
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