Plus, over at Web3, there’s something seriously going on between the Hermès brand and artist Mason Rothchild, the man behind MetaBirkins’ non-fungal fur (NFT) bags. This event drew public attention to the fact that Hermès uses the skin of exotic animals, while the digital fur is just a photograph. MetaBirkin raises an important question: “What do luxury hipsters pay?”
Hermès claims that MetaBirkin is using the trademark for its own benefit. His answer, effectively, is that it is none of his business—artists paint whatever they want. It’s virtual creative content, not a physical product, not even a fake at all. In other words, a digital bag cannot be the subject of a lawsuit.
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In addition, if someone has a digital copy of the Birkin, they will likely want to purchase a real bag by purchasing a token.
MetaBirkin does not in any way undermine the business of Hermès. Perhaps it will even attract a new audience, making the product more stylish and modern.
In any case, this state of affairs is a wake-up call for luxury brands, suggesting that it is necessary to either launch their own digital fashion departments or collaborate with contemporary artists already online.
In general, NFT Birkin bags are very popular: sellers digitize their old bags and sell them as NFTs, producing a real bag at the same time. Kanye West bought one for his girlfriend, Cheney Jones, for $275,000. Is this a surprise? With NFTs, this bag becomes modern art and is considered an investment in both real life and NFT.
After such situations, it is clear that the world of fashion has moved on to digital fashion. Who will miss the opportunity to hype again and earn extra money?
Well, first of all, brands are starting to produce their own NFTs, which give access to a special club of fans. It’s similar to a Preferred Customer membership card but more expensive. You can also buy, resell and earn, but this is not guaranteed.
Tiffany’s offers an example: TiffCoin. Of course, there are only 499 traders, and they debuted at 30 ether
. If you buy one, you’ll have access to exclusive brand events. However, in reality, what you are buying is a “cat in the bag.” You do not know what kind of events nor how long you will have access to them. But, perhaps, the owner could be a collector or an honorary customer of Tiffany & Co.
The same was done by Dolce & Gabbana, but it went further and released as many as three versions of its cans. Dolce offers three types of chests: the Black chest has NFTs with physical and digital drops, along with invitations to events in the Metaverse, the Gold chest has invitations to live events, and the Platinum chest has more exclusives.
One after another, brands are starting to offer the opportunity to buy real clothes in their stores using cryptocurrencies. Cryptocurrency holders can now shop at Philipp Plein, Gucci, Off-White, and Balenciaga.
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In order to pay fashionably, they need a proper wallet. Fendi will help. After all, it was she who presented her cryptocurrency portfolios from collaboration with Ledger at Men’s Fashion Week. They look like mini Fendi Baguette bags but in Web3.
Now, brands produce the same collections both in the digital world and in reality. For example, Zara didn’t miss an opportunity to raise brand awareness, so it dropped a digital version of its clothing. Despite his reasons, who wants to go to Zara’s Metaverse that’s not unlike the real one? Although it may be a difficult start, there may be a better start ahead.
But Dolce & Gabbana went further, adapting its ideas in real time to the Metaverse. First, she dressed up the cats; Secondly, clothes sparkle and shine because in the Metaverse, brands have to stand out, especially to customers who have enough money to buy Dolce & Gabbana leather.
In general, digital fashion is still a way for the public to capture it, devoid of media traffic. Brands understand well, post that you have something digital and that’s it – it will go viral at the speed of light.
For example, Adidas has launched an AI-generated character-based avatar creation platform: answer a few questions and choose sneakers. It’s the same advertising campaign: everyone decides to create their own avatar and post it on social networks; It’s the best marketing. Sure, every avatar looks the same, but that’s not the point.
And finally, all that digital fashion has moved onto the catwalk.
At Metaverse Fashion Week, Etro got its Liquid Paisley collection. And in real time, it’s much newer than the brand’s current trends.
Now, there’s more:
Silver metallic texture
Strappy mini skirts, are a lot like choosing a piece of clothing when creating a character
Big chunky shoes
Long black leather coats
Wet Hairstyles: A style that is difficult to reproduce in 3D due to texture
“Internet World” GLA