Alibaba to launch immersive Metaverse fashion shopping experience, AR fashion show and ‘Meta Pass’

Alibaba is set to host a series of immersive Metaverse fashion experiences and launching a MetaPass to select users.
September 21, 2022 - Cynthia Chung

Alibaba is bringing a deeper and more immersive shopping experience to the Tmall Luxury Pavillion, where it will also host an AR fashion show on September 22, 2022. 


In addition, the launch of a Meta Pass is also expected. 


The Tmall Luxury Pavillion is an immersive luxury shopping platform that hosts over 200 luxury brands. It was launched by Alibaba in 2017 with the mission of transforming traditional brick-and-mortar shopping experiences with augmented reality and 3D technologies. 


The shopping platform is partnering with Vogue China and a list of top artists to host an AR fashion show accessible to select brands tomorrow. 


Along with the fashion show,  select brands will also be granted a Meta Pass, which will allow them free entry into the company’s Metaverse. The Meta Pass will also unlock access to premium services, whitelist products and IRL events.

Meanwhile, the Meta Pass will also come with blockchain-certified digital securities. Consumers will be able to swap these warrants for rare editions such as Bogner’s 90th anniversary snowboard, an oversized Max Mara sweater from the Fall/Winter 2022 collection, Burberry’s signature Lola bag and Marni’s fleece-lined Pablo sneakers.

Photo: Alibaba Group


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