Fashion NFT, Web3, Metaverse Projects Fall 2022

Between screen interfaces and emerging cyberspaces, NFTs and Web3 projects are driving true human connections in digital platforms that transcend technology, consumer relationships and intangible touchpoints. A new phygital reality continues to emerge and we are here to update you on the major players in space.

This month we saw Starbucks announce Starbucks Odyssey, a new Web3 rewards experience, while Balmain partnered with coin studio and marketplace MINTNFT to develop a luxurious NFT-based membership program. Elsewhere, modeling agency PHOTO/GENICS launched a new avatar division and Puma debuted in the Metaverse following its return to New York Fashion Week.

Keep scrolling to see our favorite cyber collections and Web3 initiatives this fall.

Barbie has teamed up with Boss Beauties for a women-centric NFT project.

Boss Beauties and Mattel’s iconic Barbie franchise have reunited forces to release a new series of NFTs focused on empowering women. Launched on International Day of the Girl, the NFT collection comprised 15,000 exclusive digital assets that fused Boss Beauties’ signature artistic style with the iconic Barbie look. To celebrate Barbie representing over 250 different professions to date, the NFTs spanned a variety of career characteristics, such as astronauts, archaeologists, beekeepers and corporate pioneers – demonstrating that any career path is possible for today’s girls. The collaboration also included $250,000 in jointly raised funds from Barbie and Boss Beauties for Foundation programs to provide girls around the world with skills development, leadership opportunities and mentoring programs.

HUGO has partnered with Imaginary Ones to launch the exclusive NFT collection.

Global fashion brand HUGO has partnered with renowned Web3 company Imaginary Ones to create a holistic 360-degree Metaverse experience. With the partnership, HUGO is taking further major steps in researching digital ecosystems. The launch of the first-ever NFT collection was another significant milestone in the brand’s global refresh in 2022. Dubbed Embrace Your Emotions, the range aimed to encourage its younger consumers to connect with their feelings. The NFT collection comprised 1,001 3D animations – a special NFT that embodied the overall theme of the collection was auctioned in honor of World Mental Health Day, with 100 percent of proceeds going to Youth Mental Health Awareness.

The model agency PHOTO/GENICS launched a new division for avatars.

Art-driven talent agency PHOTO/GENICS announced the launch of its own avatar models division. Signed PHOTO/GENICS models can now choose to display “avant-garde, photorealistic avatars” of themselves in their portfolios. Nina Hawkins from Lilium Labs along with 3D filmmaker Sage Morei from horizon laboratory, represent the technology driving the creation of these 3D avatars. Photogenics’ avatar division will begin its journey with the release of thirteen 3D avatars from models. To discover the virtual faces, visit the Photogenics website.

Lacoste introduced UNDW3: ​​​​The Emerge, an experience and collaboration universe in Web3.

Following the successful launch of UNDW3 Genesis Pass earlier this year, Lacoste continues to push the boundaries of consumer ownership with a new creative NFT range. The latest release consists of an exclusive profile picture range available to the brand’s UNDW3 members. Dubbed The Emerge, Lacoste is the first brand to launch an avatar collection where its community can actively participate in defining the artistic direction, graphics and characteristics of the PFPs. An active Discord participant with over 60,000 members, the iconic crocodile shirt label is growing, allowing its community to form meaningful connections and stay abreast of new innovations. The Emerge Avatars grant collectors the opportunity to meet with the brand’s Athlete Ambassadors, privileged access to private sales, exclusive offers and more. To join the initiative and learn more, visit Lacoste’s UNDW3 website.

Balmain expanded haute couture with the Non-Fungible Thread partnership.

French luxury brand Balmain has partnered with mint studio and marketplace MINTNFT to develop a new NFT-based membership program. Launching later this year, The Balmain Thread, which was first unveiled during Paris Fashion Week, represents the luxury industry’s first NFT awards initiative. The program also serves as Balmain’s version of MINTNFT’s latest offering – ‘The Club’, which helps brands build their own membership, loyalty and rewards strategies through Web3 technologies. Balmain’s membership offers a range of exclusive NFTs, giving holders, known as the “Balmain Army”, access to in-person VIP events, specially curated house collections, dynamic digital experiences and community voting rights. The third annual Balmain Festival, celebrated last month, granted early Balmain Thread members token-gated access.

Prada continued to define the curation of the Web3 community with the Time Capsule NFT drop in October.

Prada unveiled the release of its fifth Timecapsule NFT collection. The latest shirt iteration, #34, available in both physical and digital formats, is embellished with the calendar month of October and features beach prints combined with floral motifs and a contrasting quilting pattern – all inspired by previous Prada collections. A key design element of the latest Timecapsule is the use of upcycled fabrics from the Prada archives, underlining the luxury label’s ongoing emphasis sustainability. Collectors of the NFT will have an opportunity to attend the upcoming Prada Extends celebration in Miami, as well as other unique benefits and exclusive experiences. Since June 2022, Prada’s timecapsule collections exists as a 24-hour online event on every first Thursday of the month and is successfully expanding its fashion Web3 community.

MCM launched the global MCM’etaverse with Web3 partner Inverse.

MCM has created its own virtual space entitled MCM’etaverse. The immersive experience seamlessly integrates the digital and physical worlds, allowing fans to shop new collection styles, try on products and connect with friends. MCM’etaverse, which has ventured into virtual experiences and games in the past with Zepeto and Animal Crossing, is part of MCM’s rapid approach to becoming one of the leading digital-first luxury fashion brands. In partnership with Web3 tech startup Inverse, MCM’etaverse allows guests to shop their favorite pieces and discover items both digitized and displayed with real product images. The larger-than-life flagship also packs huge MCM Ultra Fragrances. MCM plans to unveil special virtual pop-ups and give guests perks like digital collectibles, unique gifts, and more. Elsewhere, options are available for gender-neutral hairstyles, colors, skin tones, and MCM clothing.

Starbucks has brewed a rewards program experience with Odyssey.

Starbucks announced a new Web3 rewards experience called Starbucks Odyssey for customers and employees in the United States. The program is an extension of the coffee chain’s flagship Starbucks Rewards program, which members can access through an exclusive app. Rewards program members can take part in “Odyssey Journeys” – a series of immersive activities to deepen their knowledge of coffee and the company itself, including interactive games or fun challenges. Upon completing these trips, members are rewarded with special NFTs. Starbucks is one of the first companies to integrate NFTs into an industry-leading rewards program. To learn more, visit the Starbucks website.

Puma debuted in the Metaverse upon his return to NYFW.

Sports brand Puma has unveiled its own Web3 website ahead of its 75th anniversary. The new room “Black Station” serves as its own “spatial 3D playground” within the metaverse. The release also came with new limited edition sneakers for NitroPass holders, the Nitro “NFRNO” and the Nitro “Fastroid”. The Nitropass is an evolution of Puma’s experience, the start of the next frontier of Puma products. NitroPass holders could redeem a physical sneaker and a personalized experience tied directly to the selected shoe. The immersive experience also allows users to interact with the pieces from the latest collection and explore the brand through customized experiences. The project represents Puma’s next step in merging the brand’s internal digital designs with real-world products.

Build-A-Bear celebrated its past and Web3 future with the NFT program.

Build-A-Bear Workshop introduced its first collection of NFT Bears and physical plush twins. Multi-generational global brand partnered with Sweet, a platform and marketplace for NFT programs and experiences to release three phases of NFT collections as part of the 25th anniversary celebrations. The campaign started with an auction for Build-A-Bear’s first digital asset at the Blockchain – Featuring a one-of-a-kind NFT with matching plush bear encrusted with physical Swarovski crystals. The BABW will kick off its second phase of NFTs in early November with the auction of five limited edition gala-themed silver bears consisting of physical and digital pairs. In December, the brand will release 5,000 definitive Generative Bear digital collectibles for mint.

Claire has entered the Metaverse with Shimmerville, a vibrant city within Roblox.

Claire’s used Roblox’s influence to invite its “Zalpha” gene to the vibrant city of ShimmerVille, a place where creativity is sparked in an immersive, engaging environment. ShimmerVille is a true community where guests can build, decorate, and personalize homes; Buy fun vehicles to drive around town and get access to special events and partner experiences. The experience serves as a unique economy where visitors can earn digital currencies through fun retail jobs, play a variety of mini-games, or simply spend time in the experience. At launch, the virtual universe featured 15 colorful, playful, and expressive pet companions, each with unique styles and personalities. More endless ways to customize avatars and interactive gaming experiences are yet to come.

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