Press Release

Milan’s Digital Fashion Revolution: Unveiling the Latest Trends Through Augmented Reality

Milan witnessed a groundbreaking event on March 31st, as augmented reality metaverse platform OVER unveiled a never-before-seen show that has profound implications for the fashion industry, which has long established Milan as the capital of fashion.

High-Profile Attendees and Participating Brands

At Terrazza Duomo 21, the exclusive event was attended by representatives from traditional and cutting-edge fashion brands, media, and notable companies such as Diesel, Lamborghini, and Israel’s Economic Mission in Italy as Rozy Oh, Korea’s first virtual influencer. The highlight of the evening was a stunning display of digital wearables.

Against the iconic Duomo di Milano backdrop, giant virtual models adorned with cutting-edge designs from participating brands strutted across Piazza del Duomo. Above the unaware tourists, shoe designs from Space Runners x Balmain and Pet Liger, part of the Gucci VAULT project, rotated in the air, creating an unforgettable spectacle.

Guests on the terrace overlooking the Piazza experienced this extraordinary display through smart devices equipped with the OVER app, which serves as the gateway to its AR metaverse ecosystem. 

The technology powering this experience was OVER’s map2earnⓇ, which allows owners of OVER digital land and the creator community to create a three-dimensional record of locations and geolocate digital assets with an accuracy of 20 centimeters, surpassing traditional GPS.

The seamless display of AR fashion showcased the emphasis on the output of the OVER platform, as stated by co-founder and COO, Diego Di Tommaso. He expressed his pride in being part of an event like Metaverse Fashion Week, driven by the user-led ethos of Web3. 

Co-founder and CEO, Davide Cuttini, elaborated on the game-changing potential of AR, envisioning a future where smart glasses augment reality with entertainment, information, work tools, and personal assistants, with fashion being at the forefront of this transformation.

Industry Perspectives and Future Possibilities

Attendees echoed the sentiments of excitement and innovation, with Stefano Galassi, Innovation Advisor to Cambridge University and the Metaverse Fashion Council, stating that the event unlocked a new level of experience and brought digital fashion to a whole new stage. Jonathan Hadar, Head of Israel’s Economic Mission in Italy, expressed his admiration for OVER’s vision of merging the physical and virtual in a new and simple way and the desire to connect them with the advanced Israeli metaverse ecosystem.

Marco Ruffa, Digital Transformation Director at PINKO, who was part of the event’s panel of speakers along with designer Ilona Song, Matteo Bonente from PwC Italy, and Layla Pavone from the Municipality of Milan, highlighted the exciting opportunities for brands to expand beyond their cities and create live satellite shows for global audiences through the power of AR.

Layla Pavone summed up the overall sentiment of awe and appreciation for the AR fashion display, congratulating OVER and expressing the desire to have them in Milan throughout the year, not just for the event.

About OVER

OVER is the leading AR metaverse platform, merging physical and virtual worlds to create a new dimension that’s accessible to all. Built on the blockchain, OVER empowers creators to publish and own their content while offering rewards. OVER offers immersive marketing strategies for brands like 3D retail experiences and AI avatars. Join us in redefining the metaverse with OVER.

Videos and photos from the event can be found here:

For more information or interview requests about the event in Milan, please contact OVER’s Head of PR, Lydia Wang –

Stay tuned to OVER’s social media channels for more highlights and happenings from the AR metaverse: Twitter, Instagram, Facebook, and LinkedIn.

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