FASHION’S MAGIC IS TRADITIONALLY SPUN OUT OF THREADS AND TEXTILES. Now, technology creates new ways of fashion storytelling (and selling), thanks to the buzzwords of the moment: Web3 and the Metaverse.
But buzzwords they may be, several brands have already jumped on the investment wagon and explored the digital space in both creative and commercial ways. Gucci has successfully released Web3 products in the virtual Roblox universe, while Nike has engaged creators through a collaborative Air Force 1 design contest in their .SWOOSH Web3 community.
And it is not only limited to contemporary brands, as digital Web3 engagements are more so curiouser to centuries-old heritage names seeking relevance to a younger generation. Tiffany & Co, for instance, launched its first collection linking NFTs (Non-Fungible Tokens) and fine jewelry that sold out in 20 minutes.
Creative innovation and challenging norms have always been the moving force of fashion, so it’s no surprise that the industry is taking a step into this space, whether through virtual showrooms or cosmetic try-ons.
The buzzwords now, the norms of tomorrow. Well, that’s what the world of fashion is betting on.
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