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Loewe’s Pixelated Catwalk: A Fashionable Dive into the Metaverse

Loewe campaign shows creative and innovative marketing strategy, demonstrating the brand’s ability to stay advance of the curve in the fashion industry.

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Vie
Updated: February 28, 2023
Loewe Pixelated Catwalk

The fashion industry has always been an avant-garde player in implementing new marketing and promotional strategies; 2022 witnessed another innovative marketing campaign in the fashion industry.

It was Loewe, a Spanish luxury fashion brand. Loewe took the world by storm with its ‘Pixelated Catwalk’ campaign, a unique combination of the real and virtual worlds. 

At Paris fashion week, Loewe once again demonstrated their reputation for showcasing creativity and innovation with their SS23 range.

One piece, in particular, has generated buzz among fashion enthusiasts: a collection of pixelated clothes reminiscent of the wardrobes found in 1990s video games.

Model walking on Loewe's fashion show

The Campaign– Bridge the Gap Between the Real World and the Metaverse

The campaign is an initiative by Loewe, a Spanish luxury fashion brand with Minecraft. Loewe’s Pixelated Catwalk campaign was the brand’s way of introducing its Autumn/Winter 2022 collection.

The campaign was held during the Paris Fashion Week, where Loewe showcased its latest designs. 

During the Loewe fashion show at Paris Fashion Week over the weekend, models strutted around a massive replica of an anthurium plant rising from beneath pristine white floors.

While the event met expectations for a high-profile gathering of industry figures, celebrities, and influencers, a few outfits stood out: hoodies, T-shirts, and pants featuring jagged edges and blurry shadows, appearing as if they had momentarily frozen in a glitch-like fashion.

The outfits appear so reminiscent of Minecraft that it takes your brain to comprehend what you see, especially when juxtaposed with other more conventional ensembles experimenting with unconventional shapes and textures.

Although the notion of trompe l’oeil (“deceive the eye” in French) is not groundbreaking in fashion, designers have been integrating optical illusions into clothing for quite some time.

However, the campaign stood out because Loewe incorporated the virtual world into its physical show. Loewe collaborated with Minecraft, a virtual game, to create a pixelated version of the runway show.

The brand also released a collection of pixelated hoodies and dresses, which were available for purchase in the virtual world of Minecraft.

The campaign’s purpose is to bridge the gap between the real world and the Metaverse. It was a creative attempt to promote Loewe’s products by leveraging the growing popularity of the virtual world.

The campaign also aimed to target a younger audience, who are more engaged with virtual reality and are more likely to purchase products from the virtual world.

Woman wearing Loewe Pixelated hoodie

How Does This Differ From Other Campaigns in the Metaverse?

Loewe is known for its creative and innovative marketing strategies. However, the Pixelated Catwalk campaign was unique in its execution, combining the real and virtual worlds.

The campaign also aimed to appeal to a younger demographic, something the brand had not done before.

In the past, Loewe has used collaborations with famous artists and designers. Like Jonathan Anderson and Takuro Kuwata, to generate buzz and attention for its brand.

However, the Pixelated Catwalk campaign departed from this strategy, with the brand collaborating with a virtual game to promote its products.

How Did the Campaign Perform?

Loewe’s Pixelated Catwalk campaign was a massive success, generating much buzz and attention across various media outlets.

Here are some of the key factors of the marketing campaign’s performance:

  • The campaign generated good impressions on social media platforms, including Instagram, Twitter, and Facebook.
  • The collaboration with Minecraft proved to be a big success. 
  • The brand’s website experienced a surge of visits traffic during the campaign.
  • The campaign received positive reviews from fashion critics and the general public alike. Gizmodo described the campaign as “a true melding of the real and virtual worlds,” while Vice called it a “clap back to the Metaverse.”
  • The campaign achieved its goal of targeting a younger audience.
Models wearing Loewe's Pixelated hoodie and dress

What Could Loewe Learn From Other Brand Campaigns in the Metaverse?

Loewe’s Pixelated Catwalk campaign was a massive success, generating a lot of positive attention for the brand.

The campaign proved to be a creative and innovative marketing strategy, demonstrating the brand’s ability to stay advance of the curve in the fashion industry.

It was a bold and creative move demonstrating the brand’s ability to adapt to the changing times. It is also interesting to witness how Loewe develops other marketing strategies and overcomes Metaverse challenges.

However, Loewe could learn more from other Metaverse campaigns such as Gucci, Ralph Lauren, Tommy Hilfiger, Balenciaga, and more.

These brands have successfully introduced digital fashion clothing. Gucci had Gucci Garden and Gucci Vault, Tommy Hilfiger had Tommy Stream show, and Tommy Play and Ralph Lauren had Winter Escape.

In contrast, Balenciaga collaborated with Fortnite, wherein you can purchase its character merchandise in the real world.

The brands, as mentioned earlier, did not just introduce fashion shows to showcase their products but also created virtual spaces to build a community for the brand enthusiast.

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