Discover how leading fashion brands are merging style with technology through NFTs and the metaverse.
Fashion and technology are crossing paths in an exciting new realm known as Web3, where physical fabrics and digital bytes merge to create an entirely new landscape. Within this revolution, a wave of established fashion brands is breaking onto the scene, blending haute couture with cutting-edge tech through the concept of the metaverse. These fashion powerhouses are trailblazing a path in the world of NFT collections and digital wearables, reinventing our perceptions of style, value, and the very essence of clothing itself.
Contents
- Top 10 global fashion houses pioneering Metaverse fashion
- What is the metaverse?
- What is an NFT?
- The Metaverse Fashion Week
- Why are fashion brands investing in NFTs
- Discover top metaverse worlds and NFT projects
Top 10 global fashion houses pioneering Metaverse fashion
1. Adidas
Venturing into the metaverse hype since 2021, Adidas has progressively expanded its presence in the digital fashion world. Its very first NFT collection Into The Metaverse was launched in December 2021 in a partnership with none less than Bored Ape Yacht Club and other partners. Holders can style their PFPs with gear as long as they’re a Bored Ape, Mutant Ape, WAGMI United or Inhabitants NFT holder. Coinbase and The Sandbox were also among the first Web3 brands to collaborate with the footwear company.
So far, Adidas already owns digital land in The Sandbox and has launched several Web3-related products, including (virtual or not virtual) wearables, with special attention to the Adidas Virtual Gear Genesis Collection.
The brand’s latest Web3 journey, ALTS by Adidas, takes Into The Metaverse to a new chapter. ALTS reached its third and final phase in June 2023 and will allow users to go on an interactive storyline while using the PFP to represent their identity in the virtual world. Among these NFTs utilities, is exclusive access to in-game and metaverse-specific benefits, as well as film, in-app sports experiences, etc.
ALTS’s final trailer and collection details are set to come public by the end of June. In other words, Adidas is an OG in metaverse fashion and this is only the beginning of their experiences with Web3.
2. Puma
Puma’s initial foray into the metaverse, Black Station, was introduced in September 2022, along with their new NITRO NFRNO and NITRO Fastroid sneakers and the Nitro Collection. In a celebration of Puma’s past, this 3D spatial playground enabled customers to purchase NFTs and convert them into physical goods. Building on this digital foundation, the brand launched Black Station 2 in June 2023, expanding its metaverse presence.
The platform’s dual worlds, Unkai and Unter was inspired by Shibuya, Japan, and Berlin’s club culture, and offer a unique blend of digital exploration and shopping experience. Puma plans to leverage this platform for new footwear releases, beginning with the Fast-RB running shoe.
With each launch, Puma demonstrates its commitment to the fusion of traditional and digital fashion realms, allowing purchases with both cryptocurrency and credit cards. Certainly one of the best jobs by web2 brands blending these two worlds together.
3. Gucci
Gucci entered headfirst into the NFT hype in early 2022. The fashion house launched its SuperGucci NFT collection in collaboration with toy giant Superplastic in February 2022, along with a roadmap with Gucci’s plans into the metaverse. It also had its own world inside the Sandbox metaverse in late 2022 called Gucci Vault Land, which worked as an experimental concept store including exclusive collectibles and gaming experiences. And the same is true for the web2 metaverse Roblox, which has its own Gucci Town.
Among Gucci’s many Web3 experiments, however, one cannot forget to mention the 2023 partnership with Yuga Labs’s Otherside metaverse. Although still under development, the Otherside metaverse is already one of the most popular virtual worlds in the crypto space, especially because it’s turning the Bored Ape Yacht Club universe into an immersive gamified experience.
Gucci announced the Otherside Relics in April 2023, a collection of 3,333 silver necklaces or “KodaPendant” and their physical versions. These NFTs, however, will only be available for Otherdeed holders (Otherside land NFTs) and cost 450 APE ($1,053 at the time of writing).
4. Nike
Embracing the potential of the metaverse, Nike acquired digital fashion trailblazer RTFKT Studios, the one behind CloneX NFTs, back in 2021. As a result, it deepened its commitment to digital fashion by integrating RTFKT’s portfolio of unique virtual wearables and metaverse-ready avatars into its brand.
In the web2 metaverse sphere, Nike launched “Nikeland” within the Roblox platform, where more than 21 million users can explore a virtual version of the original Nike headquarters, participate in mini-games, and interact with the digital showroom of virtual Nike products. This innovative environment, although in a centralized virtual world, boosted the connection between sports, gaming, and fashion in a unique and engaging metaverse experience.
However, the real highlight of Nike’s metaverse journey is the launch of its Web3 Marketplace Platform, .SWOOSH. Introduced in December 2022, Swoosh is an experimental digital space where members can purchase virtual products and engage with community challenges. Notably, the first collection of virtual footwear, apparel, and accessories released in January 2023.
Taking community involvement a step further, Nike plans to hold design competitions on Swoosh. The winners will have the unique opportunity to co-design virtual products with Nike’s designers and even earn a share of the product’s royalties. This approach signifies Nike’s dedication to fostering a symbiotic relationship between the brand and its community within the metaverse.
5. Louis Vuitton
One of the first fashion brands to dip its toes into blockchain, Louis Vuitton is still a strong actor in the NFT space in 2023 with the Louis Vuitton Mystery Box. The fashion house launched its iconic trunks as NFTs, embracing the ‘phygiyal’ or physical-backed NFT trend.
Back in 2019, it was one of the first global brands to use blockchain technology to allow users to verify their luxury goods. Aura, a blockchain-powered platform, was used to track the LV Diamonds collection.
And that’s not all. To celebrate the 200th anniversary of the real Louis Vuitton, the brand released their own mobile game where players can search and collect NFTs. Louis The Game is available for download on iOS and Android devices.
6. Ralph Lauren
Arriving a bit late to the Web3 fashion party, but better late than never, Ralph Lauren stole headlines in the United States in April 2023. In a partnership with BitPay, Ralph Lauren introduced its Miami store as the first in history to accept cryptocurrency as a form of payment.
To celebrate this new era, Ralph Lauren hosted a private party and airdropped Ethereum NFTs as invites. Besides this slow entry into Web3, however, the digital fashion community is still waiting to see more relevant experiments with Ralph and tech.
7. Burberry
Luxury fashion brand Burberry released its first NFTs in August 2021 in a partnership with Mythical Games. The Burberry branded NFTs were available in the blockchain-based gaming platform Blankos Block Party and sold out in just 30 seconds.
In June 2022, Burberry introduced new NFT accessories and a branded virtual world inside Blankos again. A month later, it announced a limited-edition virtual handbag collection on Roblox.
8. Dolce & Gabbana
Another global power fashion house to join Web3 in 2021 was Dolce & Gabbana. D&G dropped 9 NFTs and their physical versions with the Collezione Genesi NFT collection in September 2021 – and was quickly a phenomenon, or as stated by British Vogue, a million-dollar success story.
The NFTs auction generated Dolce & Gabbana over $6 million in sales, a record at that time. D&G founders Stefano Gabbana and Domenico Dolce designed the pieces themselves, but are yet to make a great comeback to Web3 since then.
However, D&G and UNXD joined forces again in the Metaverse Fashion Week 2023 with The Future Rewind, a digital wearable competition shining a light on emerging talent. So it’s safe to assume the NFT space is not done with Dolce & Gabbana just yet.
9. Prada
Another luxury fashion brand that deserves a spot on our list Prada. Revolutionized the digital fashion industry, the Italian company launched the Prada Timecapsule initiative in 2019 have since then launched over 42 NFT collections – monthly drops that continuously challenge traditional fashion.
The 42nd NFT collection, dropped in June 2023, introduced phygital tank tops in a continuation of the seamless blend of physical and digital aspects of fashion they restarted in 2022.
10. Tiffany & Co
The NFT charts in August 2022 received a brand new collection with open arms. American luxury jewelry brand Tiffany & Co. launched its very own NFT collection NFTiff, with 250 NFTs that could be redeemed for a physical custom pendant with gemstones and diamonds. NFTiffs could only be purchased by CryptoPunks NFT holders and, as DappRadar covered in this in-depth report, sold out in 20 minutes generating over $12 million in sales.
Since this triumphal debut in Web3, Tiffany & Co has quieted down and the NFT space is eagerly awaiting for more opportunities to get their hands on the luxury digital jewelry. The silence, however, does contribute to the rarity effect.
What is the Metaverse?
The metaverse, a cornerstone concept in the Web3 revolution, is an expansive, interconnected network of virtual realities, social spaces, and value exchange platforms operating on blockchain technology. It serves as a canvas for a multitude of experiences, hosting a variety of games, services, and virtual worlds, enabling users to interact, create, and explore in unprecedented ways.
Within the metaverse, noteworthy virtual realms include The Sandbox and Decentraland. But, because we’re talking about blockchain technology, financial services and other dapps also connect to the metaverse.
As the potential of these virtual worlds continues to unfold, more fashion houses are considering the metaverse as the next frontier for showcasing and selling their collections. This push is not limited to the aforementioned virtual worlds, as brands aim to expand their digital footprint across various metaverse platforms.
What is an NFT?
Non-fungible tokens (NFTs) are blockchain-based digital assets with unique characteristics. They can represent images, music, and also physical items such as gear and clothing and real-world real estate.
When applied to luxury fashion, NFTs are especially helpful because they guarantee the authenticity of those assets and its ownership. As proofs of ownership or authenticity, NFTs open a fresh canvas for fashion innovation. Designers are now exploring digital fashion, crafting unique pieces that defy physical limitations.
NFTs not only bring extraordinary creative freedom but also establish exclusivity, as each digital item is unique and traceable on the blockchain. They allow fashion houses to venture into the metaverse, strengthening brand identity while interacting with their audience in unprecedented ways. Simply put, NFTs are redefining what fashion means in the era of Web3.
The Metaverse Fashion Week
The Metaverse fashion space also has a fashion week of its own to celebrate the most brilliant digital stylists. In a unique blend of fashion and technology, the Metaverse Fashion Week (MFW) has already been hosted twice in the Decentraland virtual world.
Adidas, Dolce & Gabbana, Diesel and Tommy Hilfiger are some of the most famous brands that joined the 2023 edition of the MFW – but it doesn’t mean there wasn’t space for independent designers to showcase their creations. Moreover, it was an occasion when the Web3 community could experience firsthand wearables on their avatars and learn more about this growing industry.
Even though attendance plummeted in 2023 compared to the previous year from 108,000 to 26,000, it showed high engagement within the Web3 community due to more than 200% increased NFT sales volume, registered on-chain data tracked by DappRadar.
Why are fashion brands investing in metaverse digital fashion
Fashion brands are embracing the metaverse and NFTs for several key reasons:
- Digital presence
- Value creation
- Authenticity and ownership
- Community building
The intersection of fashion and NFTs is blurring the lines between physical and digital, catalyzing a new era in the fashion industry.
Discover top metaverse worlds and NFT projects
The metaverse rush is real, and none of the big fashion brands want to stay out of it. Besides the 10 fashion houses listed here, NFT experiments by Tommy Hilfiger, Dior, Balenciaga, Hermes, Valentino, and Chanel are also worth checking out.
Start by checking how the NFT space is doing, as well as gamified metaverse worlds. Immerse yourself in the limitless possibilities of the metaverse, guided by the tools and insights provided by DappRadar.
Useful links
- What is the Metaverse: A Next-Generation Virtual World
- Decentraland Metaverse Fashion Week 2023 Drives Wearable NFTs Market
- Top Metaverse Virtual Worlds for 2023
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