Moncler’s “Genius” NFTs, Valentino Metaverse Entry Tips & More: Web3 Drops of the Week

London Fashion Week saw off its autumn 2023 schedule with a bang on Monday, with Moncler hosting the biggest, most star-studded activation on the fashion week calendar. Over 10,000 members of the public gathered to experience the brand’s spectacle. As a parting gift, attendees were presented with a free Moncler non-fungible token that will unlock early access to Moncler’s Genius collections.

In addition to Moncler’s “genius” approach to bringing its fanbase into the metaverse, Valentino is also aiming to make noise across the digital luxury fashion industry. The Italian Maison has partnered with NFT marketplace UNXD (the brains behind Dolce & Gabbana’s $6 million NFT drop) to promote community-building efforts in the virtual realm. But the label has its work cut out for it as competition in the Web3 high-fashion universe increases.

In China, Meta Street Market K11 capitalizes on Shanghai’s cultural influence by opening its first offline flagship and coffee spot in the art center. A popular destination for the district’s eavesdropping creatives, the country’s first Web3 sneaker brand hopes to cultivate a distinct identity among Shanghai’s trendsetting crowd.

Meta Street Market has been dubbed China’s first metaverse-dedicated sneaker brand. Photo: Weibo

Meta Street Market hosts an offline flagship and coffee experience at Shanghai’s K11 Art Mall

What happened: Metaverse-first sneaker brand Meta Street Market has launched its latest experience project – an interactive exhibition playground at Shanghai’s K11 art mall, complete with a Web3-themed coffee shop called “Café de NFT”. The offline Meta Street Market flagship also includes a selection of digital art merchandise in the chain for the public to browse, as well as virtual clothing, gift boxes and the first Chinese meta universe shuffleboard game.

The verdict: Meta Street Market puts digital fashion on the radar of every KOL across the mainland. Capitalizing on K11’s popular cultural status in China, the brand is pushing to define itself among Shanghai’s cool crowd and harness the power of influencer hotspots. After the launch, netizens have also responded positively to the project, claiming that the collection looks stylish and sensational. For startups looking to make noise across the virtual fashion scene, Meta Street Market’s conceptual, cross-border experience may have just started a new trend in the Chinaverse.

The stakes are already high for Valentino, as the luxury house prepares its first major project in Web3. Photo: UNXD

Valentino is preparing to launch his first major project in Web3

What happened: Valentino has teamed up with UNXD on an ambitious new metaverse project. While more details on the venture have yet to be released, the partnership will focus on bringing Valentino’s iconic presence and house codes to Web3, with a focus on creating cross-border, community-building experiences. The house hopes to bring digital and physical fashion together through innovation, aiming to integrate the brand’s online and offline audiences.

The verdict: The project is Valentino’s first major foray into the metaverse. While other luxury names rushed into the virtual world last year, the Italian house has been quietly planning its strategy behind the scenes. But for Valentino to survive and thrive in Web3, it must deliver on its community-building promises in an authentic and sustainable way. The luxury fashion metaverse market remains unreliable, and pointless efforts simply don’t cut it anymore – something that has become increasingly clear over the past 12 months.

Partnering with one of the most established companies in the space (UNXD was behind Dolce & Gabbana’s colossal NFT drop back in 2021) will undoubtedly help launch Valentino’s foray into the digital realm. However, it is what the house does next with its roadmap that will determine the future there.

Step into the future with @moncler – excited to reveal my latest project to #MONCLERGENIUS. Will also be giving away 2 special NFTs to the most creative comment. pic.twitter.com/1SLkwNEvkK

— Antoni Tudisco (@antonitudisco) 20 February 2023

Moncler is giving away NFTs to 10,000 members of the public during the “Art Of Genius” exhibition

What happened: As part of his The art of genius installation and event that took place in London on February 20, Moncler gave out free customized NFTs as gifts to all guests. The tokens were designed by digital artist Antoni Tudisco and will give holders early access to future Moncler Genius collections, enabled by French digital platform company Ariane’s Web3 consumer solutions.

The verdict: In addition to his cleverly executed, viral exhibits such as The art of genius Showcase integrates Moncler NFTs into its broader experiential efforts, while offering benefits to owners along the way. Using tokens at big events like these not only helps Moncler expand its presence online and offline, but is also a smart move when it comes to getting the masses on board with Web3.

Whether the public chooses to keep the token as a collectible or take advantage of its upcoming benefits, Moncler’s strategy demonstrates how brands can use digital assets for more than just generating profit. The project also deepens Moncler’s relationship with Arianee, who also created the NFTs for the label’s 70th anniversary last year.