Milan Fashion Week (MFW) has always been a platform for showcasing the latest designs from the industry’s heritage houses. However, in recent seasons, the event has also become a hub for exploring the intersection of fashion and technology, particularly in the realms of artificial intelligence (AI) and Web3. This year’s Spring/Summer 2024 season showcased how fashion brands are embracing new tech interfaces and pushing the boundaries of their historical legacies.
One standout presentation came from Boss, which introduced its “Techtopia” concept. As guests entered the venue, they were greeted by Sophia the robot, powered by AI technology from Hanson Robotics, dressed in a full Boss look. The show took place in the brand’s Innovation Lab, which was designed to seamlessly integrate cutting-edge technology and human interaction. The immersive experience included giant holograms and the AromaSynth Lab, where attendees could experience Boss fragrances through olfactory activations. This bold move demonstrated Boss’s eagerness to embrace the virtual realm and AI, challenging the notion of traditional fashion presentations.
Diesel also showcased its tech-forward approach by collaborating with Web3 talent platform Public Pressure. The brand dropped 300 “Metamorph” tokens, which were also invitations to its Spring/Summer 2024 showcase. Located outdoors in Milan’s Scalo Farini, the collection’s techno-apocalyptic presentation was first made available to tokenholders. Each NFT came with its own soundtrack, making the showcase a unique, exclusive experience. Diesel’s collaboration with Public Pressure demonstrated the brand’s desire to leverage digital asset value and make NFTs cool again.
Coperni, a Parisian label, took a different approach by tapping into generative AI. Although Coperni’s Spring/Summer 2024 collection will be showcased during Paris Fashion Week, the brand unveiled its “The Wolf And The Lamb” project during MFW. The project uses generative AI to create a constantly evolving series of 40-second videos based on multiple choices of sets, scenarios, and looks from Coperni’s Fall/Winter 2023 collection. Over the course of its six-month livestream, it will generate over 320,000 different narratives, ensuring a unique experience for each viewer. Coperni’s use of generative AI demonstrates how brands can harness technology to create captivating and innovative campaigns.
Gucci, known for its strong Web3 presence, showcased its gaming strategy during MFW. Through partnerships with platforms like Roblox, Zepeto, and QQ, Gucci brought its creative vision to gamers worldwide. Users could participate in a virtually-rendered version of the Gucci Ancora show and watch the IRL collection in a digital theater. Gucci’s robust gaming strategy has been a powerful tool in its Web3 arsenal, attracting millions of users to its Gucci Town and Gucci Garden initiatives.
Another brand embracing digital assets was Avavav, which teamed up with Web3 design studio OnlyEver to release its first crowd-sourced, Web3-enabled shoe called the “Hoofster.” Prior to its unveiling, Avavav’s community had the opportunity to vote on the shoe’s structure, color, materials, and name. Each pair of Hoofsters is linked to the blockchain via an NFT-linked NFC chip, creating a unique connection between the owner and the digital realm. Avavav’s collaboration with OnlyEver showcases the potential of Web3-centric co-creation and challenges traditional norms in fashion design.
While some old-school fashion evangelists may shy away from Web3 and the integration of technology in fashion, Milan Fashion Week’s recent season proved that the industry’s biggest heritage houses are not afraid to explore new territory. With brands like Gucci, Diesel, and Boss championing AI and virtual realms, the fashion landscape is evolving, and the potential of Web3 is becoming harder to ignore. As fashion continues to intersect with technology, we can expect more groundbreaking collaborations and innovative presentations in the seasons to come.
