We flew to France last week for NFT Paris and we’re happy to report that contrary to popular opinion, NFTs are not dead. In fact, they are thriving in multiple forms of art, tokenized media (cheeky Now Pass message), and digital fashion.
NFTs have evolved rapidly since the early days when the words “non-expendable tokens” made headlines in the art world and helped launch the technology into the public eye. They have now become synonymous with Prada, Gucci and Moncler. Luxury and fashion brands are increasingly entering Web3 to engage with younger, tech-savvy consumers, and these brands are becoming major drivers of mass adoption.
The digital fashion movement has only been made possible by pioneers who created impressive works, led the way with their voices and vision, and developed the technology necessary to transcend the physical limitations of fashion. Historic fashion moments have now become commonplace in this burgeoning new category.
Founded in 2018, the manufacturer became the world’s first digital fashion house, proving that clothing doesn’t need to be physical to exist. daniella loftus has led the charge with This Outfit Does Not Exist, a platform that brings digital fashion to life through education, exploration, and exhibition, and by founding DRAUP, a platform that serves as a marketplace where consumers can shop, sell, resell and earn digital fashion.
based in London auroboros became the first digital fashion brand to be shown during London Fashion Week and the Victoria and Albert Museum. digital fashion retailer DRESSX coined first lady Michelle Obama’s historic 2009 inaugural ball gown, forever immortalizing Jason Wu’s creation on the blockchain. In October 2021, founder of Red DAO megan kasper she became the first person to wear digital fashion on a live television broadcast, marked by a series of digital costume changes throughout the interview, with gold earrings programmed to mimic the bobbing of a real pair of earrings.
The future of digital fashion and luxury is now. Every week on Runway, we’ll tell you from the front lines of the digital fashion revolution. Some days we will deepen with interviews and reports on the main creatives of the space; in others, we’ll keep you fast with roundups of the latest news and fast-moving market releases. Here’s what you may have missed from last week’s action at Paris Fashion Week and beyond.
Danit Peleg brings Nouns to life in 3D printed form
danit peleg is a pioneer in 3D printed fashion who gained international recognition in 2015 for being the first designer to create an entire collection using home desktop 3D printers. Peleg unveiled a new 3D printed fashion collection at NFT Paris funded by Nouns with each look inspired by a different NFT “Noun”. The final collection is a mix of bold colours, fabrics ripped straight from Noun’s art and embellished with repeating motifs of Noun’s whimsical characters wearing the CC0 project’s signature glasses.
Shiseido Introduces NFT Loyalty Program
Japanese cosmetics company Shiseido released 150 limited-edition NFTs to commemorate its 150th anniversary. Launched in partnership with Exclusible, the free collection allowed those without NFTs or crypto knowledge to set up virtual wallets to promote accessibility in the metaverse. Token holders will receive skincare products and samples throughout the year, valued at approximately $1,200, and access to virtual and IRL events and other loyalty programs still in development.
YSL Beauty Introduces NFT Charity Collection
YSL Beauty revealed the latest installment of its Web3 campaign with an exclusive NFT release. Noble YSL Beauty Night Masters, the collection features three female digital artists, Dr. Ivona Tau, Laura Sills, and Natalie Amrossi. 300 NFTs in total will be available to mint for YSL Beauty Block NFT holders, with all proceeds going to partner charities of YSL’s own global program, Abuse Is Not Love. Holders will receive the NFTs, physical metal prints and bottles of the new Black Opium Le Parfum along with Black Opium Eau de Parfum.
Ledger and RTFKT team up for a custom capsule collection
Announced on NFT Paris, Ledger and RTFKT revealed a capsule collection with an all-white, customized Ledger Nano S Plus and Nano X. Both will be available as NFT and can be redeemed for physical items. The third physical expression of their collaboration, dedicated to RTFKT and Ledger Genesis holders, is a limited-edition Nano-case accessory in the form of a unique silver RTFKT logo pendant on the end caps, which will come with a Nano X
China’s first Web3 sneakers transcend the screen
Hailed as China’s first source of Web3 sneakers, Meta Street Market built a hybrid real-life flagship location and Web3-themed cafe dubbed ‘NFT Cafe’ in Shanghai at K11 Art Mall. The offline flagship of the brand will still include digital merchandise for shoppers, along with virtual gifts, apparel, and even a meta-universe shuffleboard.
The Prada Timecapsule returns with Enzo Ragazzini
Prada announced the tenth installment of its Time capsule collection, a limited-edition collection that rewards shoppers with physical jerseys and corresponding NFTs. The collection marks the third collaboration in a series with Enzo Ragazzini. The prints that appear on the shirt are archival works by Ragazzini from the 1960s and 1970s. Called Optical interference Art Printthe newest shirt features a design made in 1969 for the Enzo Ragazzini exhibition at London’s Institute of Contemporary Art.
Frillz takes jewelry from the physical to the digital
Technological futurist and metaverse strategist. Cathy Hackl he founded the VerseLuxe Label and announced the luxury brand’s first capsule collection. Hackl has partnered with award-winning jeweler and artist Simone Faurschou for a limited collection of luxury-related jewelry called Frillz, where buyers can wear and scan their jewelry, turning physical jewelry into a virtual asset.
Alo Yoga expands its portable digital footprint
Alo Yoga launched a unisex digital wearable line in The Sandbox, which will be available for use by avatars across various metaverses and social media platforms, including Roblox, Snapchat, ReadyPlayerMe, RecRoom, and TikTok. In collaboration with Sawhorse Interactive, who also helped create Alo Yoga’s Sanctuary on Roblox last year, and includes real-life bestsellers like the Alo Accolade Hoodie, Accolade Sweatpants, and Canvas Bucket Hat.
