What Happened: According to a press release, Glenfiddich, the world’s most awarded single malt whisky, has partnered with digital designer Stephanie Fung to develop and launch a limited-edition NFT fashion collection. Named The Filigree Aesthetic, the NFTs will be auctioned off via the NFT trading platform and creative hub Foundation, with 100 percent of the proceeds going to an organization that helps and promotes young digital artists.
The groundbreaking collection was inspired by the art of The Grande Composition artist group (Mzukisi Mbane from South Africa, Malwina Konopacka from Poland, and David Aiu Servan-Schreiber from the UK). These artists redefined the Grande Couronne filigree by using unique mediums and materials.
“Digital wearables will be the next big thing within NFTs, and people will be able to utilize them within AR, VR, or metaverses,” said Fung. “There’s a lot you can do with digital that you can’t achieve via real-life garments, such as animated graphics, making materials glow, or defy gravity.”
The Filigree Aesthetic can be viewed on the youth culture hub, HighSnobiety.
The Jing Take: Digital fashion is taking the world by storm. On Friday, September 10, Yahoo launched an NFT collection in partnership with Rebecca Minkoff. Meanwhile, Karl Lagerfeld has announced the launch of a capsule NFT collection made of digital figurines.
Launching NFT arts and fashion collections have become a successful digital marketing strategy for various high-profile brands. Moreover, it has become a way to display and promote the creativity of up-and-coming digital artists and influence new consumer segments that can’t be reached through traditional marketing campaigns.
Luxury and premium labels understand that aligning with a young and emerging artist creates a positive brand association that might boost engagement and hooks audiences emotionally.
In this case, Glenfiddich partnered with an artist who conveys the modern character of China and the cultivation of Chinese creativity perfectly. Through cultural immersion, the single malt whisky brand expects to provoke a response from one of the most affluent yet loneliest generations in Asia as they use multiple devices to interact with brands. We expect this marketing strategy to increase the brand’s equity, boost consumer loyalty, and elicit a strong emotional response.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.