As the metaverse tip-toes further into our daily lives, AMI is expanding the integration of virtual reality into the brand’s growing digital footprint. Having already orchestrated an Augmented Reality Easter Egg Hunt and an NFT in collaboration with Tom Daley for Pride Month last year, the French house’s next tech innovation arrives in the form of a virtual world.

Created in partnership with ZEPETO, the South-Korean social network was founded in 2018 with the intention to grant users complete freedom to create an identity via digital personas. Fast forward five years and the platform has become the fastest growing of its kind having garnered a network of over 400 million users exploring new realities and customising avatars.

Inspired by Montmatre, the Parisian neighbourhood where the brand hosted its SS23 show, AMI’s virtual world transports visitors to the steps of the Sacré-Cœur, takes them for a ride on the Métro and for lunch at the local boulangerie. The customisable nature of the app also means AMI have created a store in the metaverse housing a curated selection of this season’s staples, so your avatar can look the part while sipping their coffee outside a Parisian café. AMI’s virtual experience utilises the endless possibilities for expression made available within ZEPETO’s universe to articulate its own philosophy of developing a personal identity through style, transforming one avatar at a time.

Explore AMI’s world on ZEPETO here.