With fashion month in full swing, all eyes are on the physical runways. But there are plenty of activations taking place in the online world, too.
Though big brands have significantly toned down their use of Web3-powered technologies this time, following a standout season for Web3 and blockchain in September last year, a small community of enthusiasts and experimentalists continues to push ahead with its tech vision on the sidelines.
Meanwhile, Diesel is relying on traditional fashion week’s cultural influence to propel its latest project. With consumers demanding more than just a well-packaged item from luxury brands, the Italian retailer is expanding its horizons, and inviting its tokenholder community to attend the frontlines of its upcoming Milan Fashion Week runway.
The Dematerialised celebrates Karl Lagerfeld’s legacy with one-of-a-kind collectibles
What happened: Experiential digital goods marketplace The Dematerialised launched the third product from its Karl Lagerfeld partnership, a phygital collection dubbed ‘POP Karl,’ created in collaboration with Venetian ceramics label Bosa Ceramiche and released on September 7. The drop included two limited-edition sculptures. Each arrived with its own non-fungible token (NFT), alongside 177 digital Karl proof of attendance protocols (POAPs), powered by the Lukso blockchain, priced at $177 each. The sale closed on Monday this week.
The verdict: The two phygital pieces sold out almost immediately, demonstrating that the physical aspect of a ‘phygital’ drop is where a lot of the appeal lies. But even with the cachet of one of fashion’s most prominent luminaries, the launch didn’t make much noise across the Web3 fashion landscape. Minimal media coverage of the drop meant that this collection would have gone unnoticed to the average consumer.
Diesel and Public Pressure launch perk-filled NFT drop
What happened: Cult-favorite and recent comeback contender Diesel is tapping Web3 talent platform Public Pressure for its latest Web3 endeavor. For the brand’s latest tie-up with the collective, dubbed ‘Metamorph,’ 300 digital collectibles (or NFTs) were released across the Polkadot and Polygon blockchain networks on Wednesday this week. Existing Diesel NFT holders received early access before the general public. The drop will provide holders with the option to buy one of 300 limited-edition Metamorph watches designed by Diesel creative director Glenn Martens. As well as the watch, holders will also gain special access to Diesel’s upcoming show at Milan Fashion Week.
The verdict: Rather than just dropping another run-of-the-mill NFT series, each token will also take its holder on a sensory journey, arriving with its own soundtrack by music composer and Diesel fashion show sound designer Senjan Jansen. Finding the right partner in Web3 is the key to a strong, and ultimately successful, drop; with Diesel’s current focus on youth and subculture aligning closely with Public Pressure’s community, the project is in with a chance of making significant strides among the on-the-pulse fashion, culture, and music crowds.
The Fabricant teams up with AI spearheader Nvidia to widen its Web3 reach
What happened: Hot on the heels of its debut NYFW showcase last week, digital fashion house The Fabricant is wasting no time in diving into new realms across Web3. Its latest investment sees the brand join forces with artificial intelligence (AI) specialist Nvidia’s Inception Program – a startup support system – in a bid to transform and revolutionize the fashion production and design process through AI-enhanced, real-time 3D rendering of designs.
The verdict: The Fabricant has become one of the leading and most influential voices in Web3, and its tie-up with the world-leader in AI is set to take the digital fashion house’s revolutionary garments into new territory. Collaboration plays a key role in The Fabricant’s innovation strategy – it has previously forged partnerships with Unreal Engine and Spatial Labs – borrowing the knowledge and infrastructure from other trailblazers to help flesh out its skills base and tech-powered offerings.