Maybelline New York has sponsored a virtual “Fashioning Masculinity” digital fashion competition in the metaverse. Participants are encouraged to “reflect on the redefinition of dressing masculine identities” as part of the competition. Maybelline will cooperate with Ready Player Me on metaverse avatar cosmetic looks and L’Oréal Professionnel on hair styles. The challenge was organised in collaboration with Artisant, a digital fashion business, and Jenny Metaverse Dao, a contemporary art collection in the venue. The competition takes place at Spatial in Agora Space. According to Shivani Shah, senior vice president of global brand experience at Maybelline New York, the sponsorship’s strategic aim is to reach customers where they are.
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