Luxury Fashion’s Biggest Players Enter Web3
The pace of technological progress surges forward with unparalleled momentum. From immersive virtual try-on experiences and digital couture creations to groundbreaking augmented reality shopping journeys and farfetched wearable technology, the possibilities seem endless.
As we delve into the latest developments in the intersection of fashion and technology, this week we launch a new series, 'All Fashion and Web3'.
Join us on the exciting journey of exploring the innovations shaping the retail industry in the Web3 space!
Maison Margiela
MetaTabi
Last week MM announced the release of NEW MetaTabi, the new NFT collection in collaboration with The Fabricant. It showcases the iconic split-toe silhouette of the Tabi shoe in two editions: a super-limited white version (15 units) and a limited black edition (1500 units). Each edition offers digital, physical, and mixed-reality perks for holders.
Developed through collaboration between Maison Margiela, The Fabricant, supported by BVX and Aura Blockchain Consortium, the project is slated for late March release. The white MetaTabi includes a custom Maison Margiela Tabi boot linked to a digital collectible, while the black version comes with a bespoke leather wallet.
Owners gain access to AR tools, metaverse worlds, and gaming integrations, enriching the immersive experience. The MetaTabi digital collectible serves as a mint-pass, granting priority access to future Maison Margiela collections in its Web3 roadmap.
Web3 Mint
The Web3 game that was debuted by Maison Margiela, on Oct. 24 has come to an end. Integrating the brand's iconic numeric labels, pivotal to its visual language, the initiative unfolded through a gamified minting platform where participants had to race to collect all 24 tokens, numbered from 0 to 23.
According to Jacobo Trevoilling, the experience amassed over 76,000 tokens from more than 18,000 unique wallets worldwide. With an average of 1,000 active players daily and approximately 160,000 unique visitors, it has been an extraordinary journey, blending technology, social engagement, and scarcity dynamics.
3D world for Balenciaga's Paris Show
Cour, in collaboration with New York's Good Company, orchestrated a 3D world for Balenciaga's Fall Winter 2024 show at Paris Fashion Week, showcasing the artistry of fashion event production.
The digital installation, spanning from wall to ceiling, featured photorealistic landscapes that morphed throughout the show, inspired by the theme of "good taste vs. bad taste." Ranging from Icelandic vistas to Sahara Desert dunes, these landscapes gradually revealed their artificial nature through innovative AI techniques.
Directed by Balenciaga's Demna and Berlin-based art studio Sub, the immersive experience unfolded across high-resolution video screens enveloping the walls, ceiling, and floor.
Louis Vuitton’s LV Diamonds
Louis Vuitton’s latest LV Diamonds collection, featuring the LV Monogram star, integrates blockchain technology for comprehensive mine-to-finger traceability. Powered by the Aura Blockchain Consortium, each central stone is accompanied by a certificate and video detailing the rough origin and polishing locations.
This initiative is significant as Louis Vuitton leads the luxury industry by offering blockchain-enabled end-to-end solutions, particularly as the diamond sector braces for tighter controls and impending G7 sanctions starting September 1st. Amid requirements for full traceability and certification, especially concerning Russian diamonds, the utilization of digital twins proves invaluable.
As brands recognize blockchain's potential beyond crypto and NFT realms, the Aura Blockchain Consortium emerges as the preferred avenue for maisons seeking to integrate this technology into their strategies, offering safety and simplicity.
9dcc new collection
Luxury Web3 fashion house 9dcc debuted its first full collection at Paris Fashion Week and NFT Paris. Each design in the collection features an NFC chip connected to an Ethereum NFT, enhancing interoperability with both 9dcc and other wearers.
The collection, envisioned by @gmoneyNFT, blends luxury with digital innovation, marking a historic milestone in high fashion's integration with blockchain technology. Launched in August 2022, 9dcc derives its name from "the last four digits of the Ethereum wallet of the house." Recently, 9dcc received the "Phygital Brand of the Year" award at the 2023 World Economic Forum in Davos.
