ZERO10 Offers New Gateway To Virtual Fashion Metaverse

To celebrate her Spring 23 collection, up-and-coming Taiwanese designer Jen Lee has launched a gaming application named “Love is the Answer,” which uses technology such as augmented reality and can be accessed through mobiles. In addition to the brand’s activation at London’s Piccadilly Circus, the app features a series of characters, backgrounds, and garments designed in partnership with avatar specialist Jannan Wang, including 26 shoppable styles from Lee’s Spring 23 collection, which she showcased at Taipei Fashion Week in October.

The Balmain Thread initiative is centered around the concept of community, and exclusive benefits. Why do you think these two features are so imperative when it comes to building out a successful Web3 strategy?
Gen Zs and Millenials are an important audience for luxury brands. While some do not yet have the ability to buy luxury items today due to affordability, luxury brands want this younger generation to care, talk, and aspire to own their products in the future. Having a Web3 model around ownership vs a standard membership or loyalty program is something that is very appealing to the Gen Z and Millenial market. The younger generation wants more than to simply own material goods — they place high value on access and experiences. Having the ability to unlock exclusive access and benefits is something that the younger generation enjoys, values, and will talk about. 

Why did Balmain feel like the right brand to work with for MINTNFT?Balmain has always been an innovator and an early adopter of technology. Over a decade ago, Balmain was the first luxury couture brand to leverage Instagram as a way to build their brand and sell product. At the time, Balmain faced critiques for this, and was questioned by other luxury houses. Now, Instagram is an indispensable marketing channel for all brands. 

What do you think luxury fashion can gain from the metaverse, and vice versa?
Luxury fashion has a chance to visually, culturally, and immersively engage a younger audience that they may not have done previously through traditional channels such as retail stores or in magazines. For example, when you go into a retail store, whether it’s Balmain, Louis Vuitton, or Chanel, it can be a very intimidating experience. This can deter a lot of young people. When you’re in magazines, well, young people aren’t reading magazines. The digital generation really likes digital experiences — that’s where brands really have opportunity. 

Can you give us any insight into what The Balmain Thread has in store for its members over the next few months?
As Balmain’s exclusive Web3 partner, we are excited to continue rolling out innovative Web3 experiences together. The Balmain Thread will unlock unparalleled access to upcoming Balmain moments and give members the opportunity to experience special events such as store openings, product launches, or even their highly coveted fashion shows. Members will also have early access to house collections and limited-edition collections, as well as exclusive access to dynamic digital experiences and surprise drops.

Ferragamo Harnesses The Power of China’s Virtual Idol AYAYI In Spring 23 Campaign

Luxury Italian brand Ferragamo has tapped China’s popular virtual influencer AYAYI for its latest campaign as part of its Spring 23 collection. The label, synonymous with well-crafted style and quality, deployed the digital human to promote its new line across socials including Weibo, where AYAYI also advertised the label’s dedicated digital space: “The World of Ferragamo.” 

Digital beings are swiftly becoming the next hot topic when it comes to China’s marketing initiatives. Over the course of the past six months, metahumans have drawn impressive levels of interest across the mainland, becoming a firm favorite in the fashion industry in particular. 

According to iiMedia Research, the country’s virtual idol market hit $16.9 billion in 2021 (107.5 billion RMB), and is expected to more than triple to $52.4 billion (333.5 billion RMB) by 2023. While other marketing strategies such as digital collectibles remain hard to navigate, it's likely that we’ll see more companies countrywide turn to the metahuman market as a way of harnessing the Chinaverse — without the risk of repercussions.