Fashion NFT, Web3, Metaverse Projects autumn 2022

by · October 24, 2022

Between screen interfaces and new cyberspaces, NFTs and Web3 projects are driving real human connections in digital platforms that transcend technology, consumer relationships, and intangible touchpoints. A new phygital reality continues to emerge, and we’re here to keep you informed about key players in the space.

This month saw Starbucks announce Starbucks Odyssey, a new Web3 rewards experience, while Balmain partnered with mint studio and marketplace MINTNFT to develop a luxury NFT-based membership scheme. Elsewhere, modeling agency PHOTO/GENICS launched a new department for avatars, and Puma debuted in the Metaverse as it returned to New York Fashion Week.

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

Barbie teamed up with Boss Beauties for a female-focused NFT project.

Boss Beauties and Mattel’s iconic Barbie line teamed up to launch a new line of NFTs focused on promoting female empowerment. Unveiled on International Day of the Girl, the NFT collection included 15,000 exclusive digital assets that merged Boss Beauties’ signature artistic style with the iconic Barbie look. In an effort to celebrate Barbie representing over 250 different professions to date, the NFTs included a range of career traits, such as astronauts, archaeologists, beekeepers and business executives – showing that any career path is possible for today’s girls. The collaboration also involved $250,000 USD in collectively raised funds from Barbie and Boss Beauties for Foundation schemes to provide skills development, leadership opportunities and mentoring programs for girls worldwide.

HUGO teamed up with Imaginary Ones to launch exclusive NFT collection.

Global fashion brand HUGO teamed up with renowned Web3 company Imaginary Ones for a holistic 360-degree Metaverse experience. With the partnership, HUGO continues to take great steps forward in its exploration of digital ecosystems. The launch of its first-ever NFT collection served as another key milestone in the global refresh of the brand in 2022. Dubbed “Embrace Your Emotions,” the range sought to encourage younger consumers to connect with their emotions. The NFT collection comprised 1001 3D animations – one particular NFT, which encapsulated the overall theme of the collection, was auctioned off in honor of World Mental Health Day, with 100 percent of the proceeds going to Young people aware of mental health.

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

Art-driven talent agency FOTO/GENICS announced the launch of its own avatar modeling department. Signed PHOTO/GENICS models can now choose to display “avant-garde, photorealistic avatars” of themselves in their portfolios. Nina Hawkins from Lilium Labs together with 3D filmmaker Sage Morei from Horizon Lab, represents the technology that powers the creation of these 3D avatars. Photogenics’ avatar division will begin its journey by releasing thirteen 3D model avatars. To discover the virtual faces, check out Photogenics’ website.

Lacoste unveiled “UNDW3: ​​The Emerge”, an experiential and collaborative universe in Web3.

After launching the ‘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 assortment available to the brand’s UNDW3 members. Dubbed “The Emerge”, Lacoste is the first brand to launch an avatar collection where the community can actively participate in defining the artistic direction, graphics and characteristics of the PFPs. The iconic crocodile shirt brand is an active participant in Discord, boasting over 60,000 members and growing, making it easier for the community to develop meaningful connections and stay informed about new innovations. The Emerge avatars give collectors the opportunity to have meetings with the brand’s athlete ambassadors, privileged access to private sales, exclusive offers and more. To join the initiative and discover more, check out Lacoste’s UNDW3 website.

Balmain expanded haute couture with “Non-Fungible Thread” partnership.

Luxury French brand Balmain collaborated with mint studio and marketplace MINTNFT to develop a new NFT-based membership scheme. “The Balmain Thread”, first introduced during Paris Fashion Week, will launch later this year and represents the luxury industry’s first NFT reward initiative. The program also serves as Balmain’s take on MINTNFT’s latest offering – “The Club”, which helps brands build their own membership, loyalty and rewards strategies through Web3 technologies. Balmain’s membership will offer a series of exclusive NFTs that give holders, known as the “Balmain Army”, access to VIP events, specially curated house collections, dynamic digital experiences and a voice in the community. The third annual Balmain Festival, celebrated last month, gave token gate access to early Balmain Thread members.

Prada continued to define Web3 community curation with NFT decline with time capsule in October.

Prada unveiled the release of its fifth Timecapsule NFT collection. The latest #34 shirt iteration, available in both physical and digital form, is emblazoned with the calendar month of ‘October’ and features beach prints combined with floral motifs and a contrast pattern – all inspired by past Prada collections. A key design element of the latest Timecapsule is the use of recycled fabric from the Prada archives, highlighting the luxury brand’s ongoing emphasis on sustainability. Collectors of NFT will have the chance 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 has existed as a 24-hour online event on the first Thursday of every month, successfully building out its fashionable Web3 society.

MCM launched global MCM’etaverse with Web3 partner Inverse.

MCM has created its own virtual space titled “MCM’etaverse.” The immersive experience seamlessly integrates the digital and physical worlds, allowing fans to shop new collection styles, try products and engage with friends. Having previously launched virtual experiences and games with Zepeto and Animal Crossing, MCM’etaverse is part of MCM’s rapid approach to becoming one of the leading digital-first luxury fashion brands. In partnership with Web3 technology startup Inverse, MCM’etaverse allows guests to shop their favorite pieces and discover items both digitized and with real product images displayed. The larger-than-life flagship also includes gigantic MCM Ultra Fragrances. MCM plans to unveil special virtual pop-ups and provide guests with perks such as digital collectibles, unique gifts and more. Elsewhere, options for gender-neutral hairstyles, colors, skin tones and MCM clothing are available.

Starbucks 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 scheme is an extension of the coffee chain’s flagship Starbucks Rewards program, which members can access through an exclusive app. Members of the rewards program can participate in Odyssey “journeys” – a series of immersive activities to deepen knowledge about coffee and the company itself, including to play interactive games or take on fun challenges. When these journeys are completed, 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 when he returned to NYFW.

Sports brand Puma unveiled its own Web3 website ahead of its 75th anniversary. The new space, “Black Station”, acts as its own “3D spatial playground” inside the Metaverse. The release also came with new limited edition sneakers for NitroPass holders, the Nitro “NFRNO” and Nitro “Fastroid.” Nitropass is a further development of Puma’s experiences, the beginning of the next frontier for Puma products. NitroPass holders can redeem a physical sneaker and a personalized experience directly tied to the chosen 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 in-house digital designs with real products.

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

Build-A-Bear Workshop unveiled its first collection of NFT bears and physical plush twins. The 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 its 25th anniversary celebrations. The campaign began with an auction for Build-A-Bear’s first digital asset on blockchain – with a one-of-a-kind NFT with its matching physical Swarovski crystal-encrusted teddy bear. BABW will debut its second phase of NFTs in early November with the auction of five limited edition Silver Gala themed bears consisting of physical and digital pairs. In December, the brand will release 5,000 final Generative Bear digital collectibles for mint.

Claire entered the Metaverse with “Shimmerville”, a vibrant city in Roblox.

Claire’s channeled the influence of Roblox to invite her Gen “Zalpha” into the vibrant city of ShimmerVille, a space to spark creativity with the immersive, engaging environment. ShimmerVille is a true community where guests can build, decorate and personalize homes; buy fun vehicles to cruise the city in and access special events and partner experiences. The experience functions as a unique economy where visitors can earn digital currency through fun shop jobs, play a variety of mini-games or simply spend time in the experience. At launch, the virtual universe offered 15 colorful, playful and expressive pet companions, each with unique styles and personalities. More endless possibilities to outfit avatars and interactive gaming experiences are yet to come.

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