Get ready for Metaverse Fashion Week
Welcome back to Runway, where we report to you from the front lines of the digital fashion revolution. This week has been full of events. But before we dive in, I want to talk about Starbucks, the Seattle-based coffee giant.
Starbucks Odyssey, the coffee company’s Web3 loyalty program, launched its first ever NFT this week. Dubbed the “Siren Collection”, it features different versions of the company’s Siren logo. The NFTs were priced at $100. Except Starbucks doesn’t call them NFTs. They are “stamps”. Regardless, the 2,000-piece collection sold out in just 18 minutes! When did Starbucks enter web3?!
At least I was hopeful when they announced the fundraiser. But unfortunately, none of the sirens depicted in the stamps have clothes. As such, Starbucks definitely does not fall under this (formerly Starbucks dirty chai drinking) author’s view of digital fashion or luxury, so let’s move on to what happened in digital fashion this past week.
The second annual Metaverse Fashion Week (MVFV) takes place in just over a week. It runs from March 28 to 31 and continues to expand its programming, with new announcements from various platforms and brands every day. Decentraland and UNXD run the event, and this year’s theme is Future Heritage.
There is already a lot of buzz across social media channels and various news outlets are already increasing their coverage. So later this month we can expect the biggest Metaverse Fashion Week to date.
So far, MVFW has announced experiences created by Dolce & Gabbana, Tommy Hilfiger, DKNY, Ben Bridge and many more. Be sure to keep your eyes peeled for new announcements over the coming week. And if you’re surprised that such big names are experimenting with metaverse technologies, know that beauty brands were probably experimenting with VR, AR, and AI long before most people knew the meaning of “unworkable.”
Hermès lawsuit
In February 2022, the French luxury house Hermès International won its lawsuit against Mason Rothschild. Now they have asked a federal court in Manhattan to prevent artist Rothschild from promoting or owning his “MetaBirkin” non-fungible tokens, which infringe on Hermès’ trademark rights to its famous Birkin bags.
Despite the court ruling in favor of Hermès and awarding the company $133,000 USD in total damages, Hermès decided to take further legal action as Rothschild continued to advertise its NFTs. In a statement sent to nft now, Rhett O. Millsaps II, legal counsel for Rothschild, said: “As plaintiffs, Hermes gets to file its case first. This case is far from over. This latest filing is a gross assault by Hermes and an attempt to punish Mr. Rothschild because they don’t like his art, but what’s new? Mr. Rothschild will answer in court in due course.”
Balmain’s unicorn
Balmain teamed up with Metaverse fashion label Space Runners to release a digital version of the Unicorn, a physical sneaker Balmain released last June. The futuristic design of the physical Unicorn already reflects the space-age feel of design in the metaverse, and the NFTs will follow physical versions of the shoes. Balmain has previously released NFTs that are considered collectibles, but this release will be the first Balmain digital wearable that can be worn in a virtual world.
The Future Rewind Contest
Dolce & Gabbana teamed up with UNXD to launch a wearable digital competition called The Future Rewind Competition. To enter, individuals must submit at least five complete digital looks, inspired by one of (or a combination of) these iconic Dolce & Gabbana prints: Leopard, Zebra, the traditional Venice Carretto, Blue Mediterranean, the famous DG logos and typically black lace.
The competition will put the spotlight on young creatives. And according to the team, this will mark the first time a traditional luxury company will offer guidance and mentorship from emerging artists.
