09.14.22 |
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New York Fashion Week may have come and gone, but during the schedule brands across the metropolis proved that the metaverse is here to stay. From the likes of Tommy Hilfiger’s digitally-rendered Roblox runway, to retail powerhouse Bloomingdales’ virtual store, Web3 took over the streets of The Big Apple this week as the online world finally found its footing among the masses. Signs of Hermès’ preparations for entering the metaverse have the industry talking: what’s the future for luxury houses that have built their reputations on tradition? Meanwhile, Puma is back in the running for the lead spot among Web3’s sportswear giants.
As for China, it’s a quiet week on the virtual front, but there are still signs of progress as the mainland continues to tackle its regulations. The country’s independent designers seem to have found common ground with the online terrain, both at once leveraging the Web3’s presence among netizens, as well as proving themselves to be forces of fashion in the digital space — something Jing Daily explores in the latest “Big in China: Brand Collaboration” report.
Despite the Chinaverse’s lull this week, if the virtual takeover of NYFW is anything to go by, it’s a promising indication of what lies in store for the rest of Fashion Month.
As always, please keep sending your launches, projects, and exciting new developments to NFT@jingdaily.com.
Thanks for reading!
- Bethanie Ryder, Metaverse Editor
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THE BIG STORY
Over the course of the year, the luxury fashion industry has — albeit cautiously — begun to come round to the prospect of Web3. But the latest news from Hermès signals that the sector is officially ready to take the online landscape seriously.
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Hermès’ Entry Into The Metaverse Hails A New Era For Digital Luxury Fashion
The French luxury fashion house is set to bring its rich history and longstanding heritage to the digital world, after filing for trademarking in the metaverse last month. What does this mean for the future of luxury in the digital age?
Read the full story on Jing Daily here.
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OUT THIS WEEK
Jing Meta's top Web3 digital fashion drops to add to your calendar.
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NFT SPOTLIGHT
What's going on in the NFT space this week.
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Puma’s Black Station Puts The Sportswear Giant Back In The Web3 Race
Puma is back, and it’s ready to prove that it’s just as much of a force in the digital space as its competitors. The German sportswear titan announced its first metaverse website experience — titled Black Station — on September 7. The project focuses on the concept of portals, with the first two revealing exclusive, never-seen-before access Nitro NFRNO and Nitro Fastroid sneaker designs, which will be showcased during the brand’s first return collection to NYFW and will be linked to PUMA’s NFT NitroPass mint. Owners who mint a Nitropass have access to a duo of NFTs; one is said to be related to physical products and one grants access to a customized experience linked to their chosen shoe.
The Black Station initiative will perform as an ever-evolving canvas for the label, which is intended to work as a dynamic communal destination that will connect consumers with Puma’s Web3 projects over a long-term period. Considering Nike’s partnership with RTFKT and campaigns such as Adidas’ Into The Metaverse, Puma certainly had its work cut out when it came to building a successful virtual presence, but its latest expansion might just be its most significant venture yet — putting it back in the running with its competitors.
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NYFW SEES TOMMY HILFIGER CRACK THE METAVERSE
The American lifestyle brand’s long-awaited return to NYFW brought to life “Tommy Factory” — a cross-boundary experience that celebrated diversity, innovation, and creativity in both the online and offline worlds.
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Read more about the experience on Jing Daily here.
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METAVERSE MOVES
The brands making their name known in the Web3 space this week.
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Bloomingdales Goes Virtual For 150-Anniversary Celebrations
To celebrate its 150-year anniversary, American luxury retail powerhouse Bloomingdales is joining the metaverse with a brand new, futuristic-inspired virtual store. The project, in partnership with leading VR technology developers for the retail, fashion, and art sectors Emperia, is set to feature a number of exclusive collections from some of fashion and beauty’s most prominent, and influential, names — including Marc Jacobs, Polo Ralph Lauren, MCM, and Byredo. The retailer's project will be revealed as part of one of their biggest anniversary campaigns that will include celebrations across the United States with some of the most acclaimed designers, exclusive merchandise, and multiple national events.
The campaign spotlights the retailer's ambitions of creating a unique, innovative online shopping experience for its customers. The digital store will feature a video charting the evolution of the group from Bloomingdales’ rise to the present, as well as games, special surprises, and a Bloomingdale's unique collection — designed exclusively for its anniversary celebrations.
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FENDI JOINS FORCES WITH META FOR ITS VIRTUAL AR SNEAKERS EXPERIENCE
Fendi returns to the metaverse, this time bringing Meta’s technology to its iconic Faster sneaker silhouette for a special AR experience.
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Read the full story on Jing Daily here.
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INTERVIEW WITH AN EXPERT
Anonymous collector, founder, and CEO of new luxury lifestyle platform 9dcc, gmoney, is making waves across both the fashion and NFT industries. This week, they sat down with Jing Meta to discuss their latest venture with 9dcc, the future of digital fashion, and cultivating both online and offline communities.
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You recently unveiled your latest project of lifestyle platform 9dcc, through which you launched a luxury phygital clothing line. How did you come up with the concept?
When I first got into this space, I established myself as a collector, because I was just seeing the space differently at the time. Then after the Adidas collaboration, I regrouped with my team and was like now's the time. As a consumer, I wanted to integrate a format that would highlight how many of these products are in existence. Like is this one of 100 or 100,000? I also wanted to increase gamification and build offline communities. Over the last year and a half, the NFT space has begun to bring its digital identity into the real world. And it's about providing an outlet for that.
What would you say is 9dcc’s USP?
I think the fact that we’re crypto native, and I understand the idea of gamification and what the space in general wants. We've seen where brands and celebrities from IRL don’t really understand the mechanics of how things work, meaning their project doesn't necessarily do well. I think just being crypto native allows me to be nimble and understand the dynamics at play when releasing a new project.
A lot of luxury brands have struggled to achieve a successful metaverse activation. Why do you think that it’s so challenging for them?
I think part of it is because they’re still learning the space. You have to put in the time, because it’s a full-time job. But the people in charge of these Web3 initiatives are learning but also trying to execute at the same time. So it's one of those things where it slows them down and gives crypto natives the advantage of speed. It is, ultimately, a baptism by fire.
Who makes up 9dcc’s team?
We have around four or five people who are crypto native, then my COO Kevin who’s also crypto native too. But at the end of the day, we’re just trying to work with people that are performing the best in the space, like our partnership with 4K who we use for vaulting. I’m not necessarily looking to build an end-to-end solution, but instead just team up with people that are really good in their respective fields.
The latest clothing line for 9dcc consists of a very sleek, minimal aesthetic. How did you decide on that?
What I’ve found over the last year and a half at conferences and meetups and things is that there's no real way for me to kind of signal that I'm a crypto native by walking into a room. Then the clothing that does signal it through graphics isn’t exactly the aesthetic that I personally want to wear. So a lot of it was designed by something that I would actually want to wear in public. I also want the craftsmanship to shine through, and for people to be like, yeah the quality behind that is really good.
What has the response to the project been like from your community?
We've received responses on the minting aspect and the workflow of the website, which have all been super positive. The physical product hasn't been delivered yet, so until that does we won't be able to have feedback on that.
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ON OUR RADAR
The latest digital project catching Jing Meta's attention this week.
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In Light Of Fashion's Web3 Takeover, Modelling Agencies Begin To Pivot Towards The Virtual Space
Los Angeles modeling agency Photogenics Media has revealed that it will be launching an avatar division, where brands will be able to source talent to work with in Web3. All avatars are said to be based on the models that are currently signed to the agency (13 in total as of now) — each avatar will act as a model’s “alternate ego” in the digital space, and was created using 3D scans of their faces with bodies rendered from scratch. Additionally, each individual was given scope to choose how they wanted their avatar to appear, from features, clothing, and accessories that they feel comfortable in, to unique voices and deciding when their avatar will age and adapt.
The models will be available for metaverse-based shoots, drops, wearables, and events, with labels being given the option to pay to license out the avatar models for virtual campaigns for a given period of time.
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THE BIG STORY IN CHINA
The latest virtual developments taking the Chinaverse by storm.
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Why Independent Designers Are So Hot On NFTs
Given the popularity of digital collectibles among China’s young consumers, it is no surprise that collaborations can significantly increase their public profile — something that’s especially true for emerging creatives. Partnering with a well-known brand or IP can quickly broaden the exposure of an independent designer by helping them reach China’s highly lucrative market of digital-native netizens. In our latest report, “Big in China: Brand Collaboration,” Jing Daily breaks down the trends taking over the virtual space in the Chinaverse right now, including what’s behind the fashion industry’s newfound affiliation with NFTs.
Read the full story on Jing Daily here.
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DIGITAL COLLECTIBLE OF THE WEEK
Jing Meta explores its favourite digital collectible from the Chinaverse this week.
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China’s Mooncakes Have Had A Digital Makeover, But At What Cost?
Finally, in the run-up to the Mid-Autumn festival, the indispensable dessert that is China’s mooncakes has had a digital makeover. The online counterparts of the popular Chinese pastry were reimagined by a number of restaurants, mooncake producers, media outlets, and ice cream brands, who each launched their own take on the virtual sweet. The creations proved popular across the mainland and were trending on Chinese digital collectibles platforms, with some fetching prices as high as over $1,433 (10,000 RMB), thanks to innovative slogans such as "0 sugar 0 calories and 0 fat," giving each mooncake its own unique identity. For the festival, mooncakes going online couldn’t have come at a better time, as it has encouraged the younger generation to gain a better understanding of the traditional annual event. But experts warn that digital mooncakes, like their IRL counterparts, are at risk of becoming overpriced and the targets of speculative investment. Will Chinese regulators crack down on these expensive virtual puddings as well?
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