Welcome back to Runway, where we inform you from the front lines of the digital fashion revolution. This week has been full of events. But before we dive in, I want to talk about Starbucks, the Seattle-based coffee giant.
The Starbucks Odyssey, the coffee company’s Web3 loyalty program, launched its first NFTs this week. Nicknamed the “Mermaid Collection”, features different versions of the company’s Siren logo. NFTs were priced at $100. Except Starbucks doesn’t call them NFTs. They are “Seals”. In any case, the 2,000-piece collection sold out in just 18 minutes! When did Starbucks enter web3?
In any case, I had high hopes when they announced the collection. But sadly, none of the mermaids depicted on the stamps have any clothes. As such, Starbucks definitely doesn’t fall within this writer’s (ex-Starbucks who drinks dirty chai) purview of digital fashion or luxury. So let’s move on to what happened in digital fashion last week.
the second annual Metaverse Fashion Week (MVFV) It will take place in just over a week. It runs from March 28 to 31 and continues to expand its programming, with new announcements from various platforms and brands every day. Decentraland and UNXD boost the event, and this year’s theme is Future Heritage.
There is already a lot of buzz on social media channels, and several news outlets are already increasing their coverage. So, later this month, we can expect the biggest Metaverse fashion week to date.
So far, MVFW has announced experiences created by Dolce & Gabbana, Tommy Hilfiger, DKNY, Ben Bridge and many further. Be sure to keep an eye out for new announcements over the next week. And if it surprises you that such big names are experimenting with metaverse technologies, know that beauty brands were probably experimenting with virtual reality, augmented reality, and artificial intelligence long before most knew what “non-expendable” meant.
hermès lawsuit
In February 2022, the French luxury house Hermès International won its lawsuit against Mason Rothschild. Now, they have asked a federal court in Manhattan to prevent the Rothschild artist from promoting or owning his non-fungible “MetaBirkin” tokens, which infringe Hermès’ trademark rights to its famous Birkin bags.
Despite the court ruling in favor of Hermès and awarding the company $133,000 in total damages, Hermès decided to take further legal action as Rothschild continued to advertise their NFTs. In a statement sent to nft now, Rhett O. Millsaps II, Rothschild’s legal counsel, said: “As plaintiffs, Hermes can make its case first. This case is far from over. This latest performance is a huge overreach by Hermes and an attempt to punish Mr. Rothschild because they don’t like his art, but what’s new? Mr. Rothschild will answer in Court in due time.”
Balmain Unicorn
Balmain partnered with fashion label Metaverse space corridors to launch a digital version of the Unicorn, a physical sneaker that Balmain came out with last June. The futuristic design of the physical Unicorn already echoes the space-age design feel of the metaverse, and NFTs will accompany the physical versions of the shoes. Balmain has previously released NFTs that are considered collectibles, but this release will be Balmain’s first digital wearable that can be used in a virtual world.
The Future Rewind Competition
Dolce & Gabbana partnered with UNXD to launch a digital clothing competition called The Future Rewind Competition. To participate, people must submit at least five complete digital looks, inspired by one of (or a combination of) these iconic Dolce & Gabbana prints: Leopard, Zebra, traditional Venice Carretto, Blue Mediterranean, the famous DG logos and the quintessential black. cord.
The contest will highlight young creatives. And according to the team, this will be the first time that a traditional luxury company will offer guidance and mentorship to emerging artists.
