Queens of the Metaverse

Project overview

Queens of the Metaverse was a first-of-its-kind campaign celebrating creativity and self-expression in the drag community through virtual and augmented reality. The campaign showcased how digital fashion and metaverse technologies can expand creative possibilities. As a junior team member, I was involved in both the planning and execution, supporting cross-functional teams to bring the event to life.

The campaign aimed to merge drag fashion with emerging digital technologies, positioning the metaverse as a new space for creative expression. My role involved:

• Supporting campaign logistics, including venue coordination and scheduling.
• Assisting with creative direction and content planning.
• Collaborating with designers, influencers, and internal teams to align messaging.
• Researching audience insights and engagement strategies.

Project execution

The campaign culminated in a live, immersive runway event featuring drag artists, digital fashion designers, and an AR-enhanced showcase. My contributions included:

• Coordinating digital and social content rollout before and during the event.
• Managing communications with talent, designers, and production teams.
• Assisting with media outreach and PR efforts to amplify campaign visibility.
• Supporting event logistics, ensuring a smooth experience for guests and participants.

Project results

The campaign successfully demonstrated the intersection of digital innovation and queer creative culture, earning widespread engagement. Key outcomes included:

• Strong social media traction, with #DragQueen ranking in the top 1% of UK Instagram hashtags.
• High-profile attendance, including stars from RuPaul’s Drag Race and leading LGBTQ+ creatives.
• Positive media coverage highlighting the metaverse’s role in expanding artistic expression.
• Strengthened brand positioning in the intersection of digital fashion and emerging tech.