How legacy fashion brands are exploring web3
Luxury exploring web3
Web3 is already here. As the tech begins to redefine every industry – especially fashion – legacy fashion brands are actively embracing it. While already having loyal fanbases and clientele all over the world, fashion houses are utilizing NFTs, blockchain, and more to not only adapt to the changing landscape but reshape and disrupt it. This article showcases some of the brands standing at the forefront of innovation in web3.
Louis Vuitton
Famous for its iconic collection of treasure trunks, LV is one of the most active legacy brands in web3. Most notably, it launched VIA, a unique program where the physical and digital worlds collide, opening up new horizons, exclusive products and experiences to its customers. This invites the brand’s community to connect and get access to digital collectibles that have physical twins. Louis Vuitton goes even further to call the experience a “new form of travel”.
As part of its innovation strategy, the fashion powerhouse has also been actively exploring and embracing virtual reality – in the Fall of 2023, LV established a Discord server dedicated to building a stronger relationship with its online community. The main objective is to keep the experience immersive and interactive, offering exclusive content and news. For its NFT holders, there will be special chatrooms where they can take part in the ideation process and “contribute to the experience”.
The brand also recently took part in NFT Paris, talking about how it weaves innovation into its company culture and processes.
Gucci
Another household name, the Italian fashion house has made some bold moves within the web3 field. To turn its immersive ideas into reality, the brand has been heavy on collaboration.
Following its Gucci Vault experience, the fashion house has once again teamed up with The Sandbox to launch Gucci Cosmos Land. The creation offers an interactive experience centered around the archival exhibition, opening up Gucci’s history and designs. With Superplastic, the brand created a series of ultra-limited NFTs.
At the same time, Gucci has been dipping its toes in web3 fashion shows, having its Milan Fashion Week collection displayed on platforms like Roblox as well. This is also not the first time the legacy brand is working with Roblox – their relationship goes back to 2021 when the company launched its Dionysus handbag digitally. Furthermore, it has several games developed for its customers to explore the brand even more. Like LV and other fashion houses, Gucci isn’t missing out and also has a Discord community, really focusing on developing experiences across mediums and interests to reach as many of its users as possible.
Prada
When it comes to web3, Prada has been one of the more early adopters of the tech. First off, it launched Prada Cryptd, the brand’s Timecapsule project, in 2019. Having NFT drops every first Thursday of the month, the collection is available for 24 hours and has 50 limited-edition products. It’s now on its 51st drop.
In 2022, the fashion brand has also joined forces with Adidas to create a “first-of-its-kind” NFT project that features creator-owned and user-generated art, in collaboration with Zach Lieberman. Not only did this allow the two brands to experiment with the metaverse, but it also invited its community to take part and make a contribution to a project of their favourite fashion house.
Prada has also participated in the 2024 NFT Paris event ahead of the Paris Fashion Week.
While so many of the brands have already jumped on the web3 train, 2024 is promising to be even more innovative and bold, with legacy fashion houses continuing to pioneer the tech.
Author: Anouk Dyussembayeva