The long-held misconception that digital assets are accessible only to the tech-savvy has been debunked as of late. Individuals as young as twelve are setting up their crypto wallets, for one, while celebrities such as Kim Kardashian and Matt Damon have established themselves as NFT advocates to varying results. Then there is the metaverse, too; a virtual-reality based universe employed by particular corporations to showcase their goods and services. This technological feat has proven apt in recent times, with the accelerated distribution of the Covid-19 virus forcing countries to limit face-to-face interaction. It only stands to reason that a digital reimagination was required, with concerts, movies and even clubbing transitioning to affairs held in the metaverse. Of course, not forgetting, the fashion shows.
Perhaps it has to do with the proximity and many cross-overs within both the sartorial and technology realms, but it’s safe to say that the fashion sphere was one of the few leading the charge when it came to the deployment of metaverses. Louis Vuitton introduced Louis The Game in celebration of its founder’s 200th anniversary just last year, while Burberry teamed up with Mythical Games to craft a virtual world teeming with vinyl toys dubbed Blankos—of which were purchasable in limited quantities when it first dropped in August 2021.
It’s clear to see then that with each passing day, labels are conceiving ways to use both the metaverse and crypto-related tech to their advantage, pushing the boundaries and developing creations in-line with their branding that simultaneously appeal to their clientele. This phenomenon shows no sign of stopping in 2022, with more fashion brands forging their own path in the space. Below, a rundown of the latest luxury houses that have embarked on metaverse projects of their own. We forsee this being a growing list—so watch this space for more updates.
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Adidas for Prada Resource
This bold venture banks on a collective audience to contribute one-of-a-kind, anonymous photographs—where 3,000 of them will then be minted as NFTs and assembled together into a single “mass-patchwork NFT” designed by revered digital artist, Zach Lieberman. What’s more, a large percentage of proceeds from the auction hosted on SupeRare will go to Slow Factory; a non-profit set up with the aim to create educational opportunities and change amongst diverse groups of people.
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The label’s iconic Pow design is now available in NFT-form, and also in 2,022 variations. Regarded as the hallmark of Ambush’s accessories range, its transition into a non-fungible token marks Ambush’s first foray into Web 3.0. According to a press statement released by the brand, said NFTs don’t serve as mere digital tokens, but rather, acts as a membership card that provides access to online and offline events. Beyond that, cardholders will also get to enjoy specific rewards and perks such as priority to future exclusive NFT releases and limited edition collaborations.
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New York Fashion Week took on a new slant for the American designer, where he launched—and presented—a “digital wearables” collection a day before his seasonal physical presentation. Hosted and produced by Everyrealm and Blueberry Entertainment, it saw a reinterpretation of 11 of his new season’s designs that were viewed by an entirely virtual guestlist.
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Slated to take place during London Fashion Week this year, Roksanda has announced their intention to join the metaverse by creating a demi couture finale look with LFW’s principal sponsor, Clearpay. The specially-designed ensemble will make its debut appearance on the fall/winter 2022 runway, where it will be available in a digital version, too, which allows for users to try on the look virtually.
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Beyond the brand’s recent work with Superplastic comprising an ultra-limited series of synthetic celebrities and artists, Gucci has also purchased itself land on a global platform titled The Sandbox. This allows for users to experience more unique “digital fashion experiences” hosted by the vast NFT marketplace, though the label has stayed mum as to what said projects will actually entail. We say keep your ear to the ground for more information.