QUEENS OF THE METAVERSE

First-Ever Mixed Reality Drag Runway Show

META

The first-ever mixed reality drag fashion show, Queens of the Metaverse, offers a glimpse into how the LGBTQ+ creative community is using Meta technologies to inspire a new wave of creation in drag fashion.

At the immersive runway show in London, three metaverse-inspired drag looks designed using virtual reality (VR) and augmented reality (AR) technologies were revealed by Blu Hydrangea, the winner of “RuPaul’s Drag Race: UK vs. The World,” Tia Kofi, a pop music artist and star of “RuPaul’s Drag Race” Season 2, and Adam All, a world-renowned drag king.

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The three drag acts teamed up with three aspiring designers from the LGBTQ+ community on a first-of-its-kind design process. Digital fashion designers Nwora Emenike, Sal Mohammed and Christie Lau used virtual design technology, digital avatars and Horizon Workrooms to design three outfits that were then made as physical garments.

The garments were presented on the VR runway to an audience of fan-favourite British drag queens, LGBTQ+ creatives and digital creators, including the new cast of “Ru Paul’s Drag Race,” showcasing the power of collaboration in the metaverse. Each outfit also featured an alternate version that came to life through dynamic AR filters.

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The drag community has an immense presence on Meta platforms. Data shows that #DragQueen ranks in the top 1% of Instagram hashtags followed by people in the United Kingdom. Queens of the Metaverse champions self-expression, social connection, and visibility for queer communities in the virtual world just as much as in the physical world.

“Creative communities will help make the metaverse inclusive and inspiring – with the technologies underpinning it helping creatives overcome some of the barriers that might exist in the physical world, like access to studio space and raw materials. Meta’s Queens of the metaverse is a celebration of how communities can push the boundaries of creativity and social connection physically and online.”

Ineke Paulsen, Meta’s Director of EMEA Marketing

Outcome

  • 500 million impressions

  • 30 million reach on launch night

Coverage

Studio: We Are Social / Creative Lead: Chomoi Picho-Owiny

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Senior Producer, Venture Video

A great inspiration

I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.

Mandy Chan

Senior Interaction Designer, Google

A valuable mentor for me

Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.

Fernando Lobina

Senior Designer, AKQA

A true inspiration

Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

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Eleanor Nugent

Creative Director, Warner Bros.

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Maggie Lonergan

CEO, Publicis Emil

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Hitesh Supeda

Senior Experience Designer, Habitat

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He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

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His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

His greatest forte is to contantly question key fundamentals of what’s being delivered

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Creative Director, Sky

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Senior Manager, Publicis Sapient

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