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At New York Fashion Week, Web3 and metaverse players and influencers are the new provocation By. Early adopters of the new internet and emerging brands (many of which cater to Gen Z) are a cultural force at the event, even as they have to fight for their place in the fashion crowd – a contrast to recent bloggers, influencers and TikTokers The positioning varies from year to year.
The traditional fashion week seems to be still working out how Web3 fits into it. The technology itself is nascent, its impact is isolated, and the general excitement of live events overshadows Web3 experiments such as free NFTs or token-gated access shows.
T Taiwan Perhaps the most high-profile example on Web3 was Tommy Hilfiger’s “Fashionable Entertainment” event, which included a group of young esports stars and Web3 influencers Gmoney and Fewocious. Show attendees can claim a free NFT, but it’s easy to miss the show if you don’t look for it. The show’s synchronized Roblox livestream is shown in the background, but there’s plenty to absorb, including drummer Travis Barker and Julia Fox on the runway. Metaverse and Web3 recognized at Vogue
World on Monday: Invite live guests to watch Snapchat Lenses and get POAP — with Serena Like appearances by celebrities like Williams and Lil Nas X, it faces stiff competition for attention.
Twitch anchor Honeypuu on The Tommy Hilfiger Show. Photo: Courtesy of Tommy Hilfiger
Astrid Staviaz/Getty Images
Guests from the fashion tech world fly from LA to Amsterdam for New York Fashion Week LA, Berlin and Hong Kong, craving the elusive intersection between fashion and Web3 Talk about the store, but they are met with enthusiasm, confusion and apathy. This fashion month comes at a special time: Web3 strategies are maturing, the crypto market has slowed, and live events are back. Over the past two years, brands have invested significant budgets and efforts to experiment with virtual worlds, digital goods and blockchain-based projects, but the Web3 natives are still finding their niche in the fashion space known for being skeptical.
Although Web3 and virtual world Interspersed throughout the week, but they vie for attention in more mature pursuits like seating assignments, celebrity street style and champagne toasts. New York is seen as one of the more bold adopters of technology among other fashion weeks, and it is a bellwether for Web3’s popularity in other fashion cities, and this time NYFW proved that the relationship is still on fire.
In Rebecca Minkoff’s presentation, NFT holders created using NFT marketplace Mavion There are traditional content creators waiting to watch talks and meet designers. NFT holder Ines Laimins, a Hong Kong-based entrepreneur, was delighted to find she felt taken care of — like they knew she was coming, Laimins said.
Minkoff said she has been working hard to help her clients use these new technologies, finding from previous declines that there is curiosity, but also knowledge gap. To that end, designer Vivienne Tam has collaborated on several NFT series in her work, hoping to inspire women to explore cryptocurrencies. Kim Shui created a dress made of contributed digital artwork will be minted as NFT for distribution to Design contributors.
Some shows lean towards Web3 elements, but then cater to a more standard audience. Puma, which launched digital-to-physical NFT sneakers during the runway finals, did not invite token holders, preferring instead to offer a virtual experience to its online community. The brand said NFT holders were invited at Markarian due to a recent partnership with marketplace Bubblehouse, but they were ultimately unable to attend the show. Furthermore, the show does not have any discernible NFT elements.
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O The biggest NFT event of the week is Keys to NYFW, a project led by Afterpay that has attracted participation from designer brands including The Blonds and Kim Shui. Guests can purchase $ NFTs and then bring them into the designer’s show. Experiments have shown that there is still a lot of work to be done to include NFT holders in the fashion show: two independent holders said they waited outside the Jinshui show for an hour and were ultimately not allowed in.
Web3 content creator and strategist Janey Park bought an NFT to attend Shui’s show and an NFT to attend The Blonds’ show party. “I know how closed the shows are actually, so I’m super excited,” she said. However, after replying twice and receiving a stand-up ticket, she did not attend the water show. After contacting organizers, she eventually got a refund and got tickets to another show.
This experience has Park worried about what the hiccup is about and these could negatively affect early perceptions. “People think NFTs are a scam, it’s a way to get fashionistas into Web3 and Web3 people into fashion.” In the future, she thinks holders with a dedicated entry and other perks, such as digital wearables, will be Smart move.
Utility implementation — said Joe Smith, co-founder of Web3 agency Gmgn Labs, which means offering an NFT-unlocked experience – There may be obstacles, the agency is in charge of the project’s artwork, smart contracts and website, but is not on the show floor and has no arrangements for how to handle in-person fulfillment. “Because fulfillment often happens ‘off-chain’ and relies on various third parties, there are sometimes situations that negatively impact utility fulfillment,” Smith said. “Minimizing the risk of such issues will be an important step towards improving the entry of non-crypto-native users into the NFT space,” an Afterpay spokesperson said. The check-in process for NFT holders” and provides a refund and “make-up” experience after the event. fact. (Kim Shui did not respond to a request for comment.)
One of the biggest Web3 successes of the week happened on the virtual world platform Roblox which has become Preferred partner for fashion brands like Gucci and Burberry. Carolina Herrera becomes one of its spring/summer collections 767 gown by Karlie Kloss, available at Roblox immediately after the show on the purchase. A week later, the digital dress was resold for $5, exist on the virtual world platform. Clos, who has worked on the project, said the pilot project “only scratches the surface” and plans to continue bridging those worlds. For now, they still feel out of reach.
