The Metaverse offers opportunities for digital designers and brands to explore new forms of creativity and self-expression through NFTs, in-game brand experiences, and virtual storytelling. This month we saw NFT.NYC take over New York with immersive events and product launches designed for the digitally inclined, while London Fashion Week went digital with the help of Ahluwalia’s NFT collection. Elsewhere, Salvatore Ferragamo surprised his audience with multiple metaverse initiatives and Depop tapped into The sims 4 community with style.
Keep scrolling to see this month’s roundup of our favorite Web3 cyber collections and initiatives.
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Salvatore Ferragamo used SHXPIR to produce a customizable NFT.
It’s clear the tides are turning at Salvatore Ferragamo, with the recent announcement of Maximilian Davis as the new creative director and now, a new, state-of-the-art retail store in the heart of Soho, NYC. To celebrate its new location, the brand has teamed up with digital artist SHXPIR to produce a custom NFT collection. This is an example of a brand entering the metaverse with a purpose. First, the NFT is free in an effort to welcome new community members into the experience. Next, the brand built a multi-sensory booth for users to create the NFT – seamlessly blending Web3 with immersive retail. Finally, to complement the digital artwork, Ferragamo produced a limited-edition capsule collection with all proceeds going to LGBTQ+ organization, The Center. And, we can’t forget the store’s hologram station, which allows users to digitally customize the brand’s new sneaker, 6R3ENE. All in all, we can’t wait to see what’s next as Ferragamo continues to mix URL and IRL consumer moments. Find out more on the brand’s website.
Lacoste unveiled a new Web3 universe and a collaborative digital community.
After a successful collaboration with Minecraft, Lacoste has taken a new step in Web3 with the launch of its new “UNDW3” digital universe. Pronounced “underwater,” the Discord community, which currently has 30,000 users and continues to grow, will allow consumers to co-create with the brand and stay informed of new innovations. In line with the launch on “UNDW3”, Lacoste dropped 11,212 NFT pieces referencing the L1212 polo shirt. To join the community and learn more, visit Lacoste’s UNDW3 website.
AMBUSH has teamed up with Zellerfeld for a multiverse wearable sneaker.
As pioneers of the web3 pivot, AMBUSH has returned to the metaverse in partnership with New York-based shoe company Zellerfeld. The team produced a 3D printed slip-on sneaker dubbed 100S in neon green using sustainable technology and a circular design. The physical shoe is completed with an NFT that unlocks the design in the AMBUSH SILVER FCTRY along with a Certificate of Ownership. While the collection is now sold out, you can find out more about the partnership’s efforts on AMBUSH’s Discord channel.
Gucci has collaborated with 29 digital artists in its new NFT exhibition “The Next 100 Years of Gucci”.
Following the launch of Gucci Town on Roblox in May, the luxury house has introduced a new metaverse offering dubbed Vault Art Space. The first exhibit, titled “The Next 100 Years of Gucci,” pays homage to the brand’s heritage as it delves deeper into digital. The exhibition, curated in conjunction with the NFT SuperRare marketplace, features 29 digital artists interpreting the Gucci brand in their own unique styles. The first drop features works by eBoy, Alanna Vanacore, An Chen, Sasha Katz, and Kris Andrew Small.
The Manufacturer has co-created a digital fashion collection with World of Women.
Amsterdam-based digital fashion house The Fabricator has been a key player in the fashion metaverse since 2019, when the company sold a digital dress for $9,500 on the blockchain. Since then, The Manufacturer has been demystifying the digital landscape, most recently through a collaboration with the NFT World of Women platform. The collection features 27 looks from a range of digital fashion designers, including Anna Liedtke and Naama Turner. Designed to make Web3 more fashionable and diverse, the collection is available now on The Manufacturer’s website.
Burberry released a second NFT collection with Mythical Games.
In its flagship title Blankos Block Party, Burberry has partnered with Mythical Games to create an NFT collection as well as a bespoke social community for users to come together in the digital world. The limited edition Burberry Blanko NFT features a cheeky mythical character named Minny B, who is fabulously wrapped in Burberry’s new TB Summer Monogram print. Burberry’s new virtual community named “The Oasis” is a game where players can enjoy digitized beaches and branded sailboats, and connect with other users. The NFT Collection is now available for purchase in-game on the Blankos Block Party website.
Ahluwalia set out to diversify the Web3 landscape with its first NFT collection.
London-based brand Ahluwalia has completed its Spring/Summer 2023 “Africa is Limitless” collection with a digital fashion counterpart of the same name. Launched at LFW, the NFT collection was made in collaboration with the digital fashion community BNV. While the metaverse continues to gain traction, it still lacks diversity and representation reflecting the challenges of the IRL fashion industry. Ahluwalia’s refreshing take on digital fashion is leading the way in celebrating global digital creators while donating 40% of sales proceeds to the Black Cultural Archives. The ‘Africa is Limitless’ digital fashion collection is available now on the BNV website.
Depop went digital with The Sims 4.
London-based online marketplace Depop has launched playwear in partnership with The Sims 4. The collaboration used existing Depop sellers who helped develop custom pieces as part of The Sims 4 Expansion Pack “The High School Years”. By bringing second-hand fashion into the digital arena, the brands involved show how digital fashion can be fun, sustainable and affirm a wide range of identities. The collaboration will be available on June 28 with the possibility to pre-order now on The Sims 4 website.
The Metaverse Dopamine streetwear community has launched at NFT.NYC.
Dopamine is a relative newcomer to the Web3 space, having officially launched at NFT.NYC on June 23rd. Streetwear hub Web3 has embarked on building a metaverse and hypebeast community that collaborates with NFT designers and brands to provide bespoke IRL and URL collectibles. The collective offers community members access to pop-ups like Coachella and Sneaker Con as well as a DAO to co-create the Dopamine brand. As there are multiple overlaps in consumer attitudes of Web3 and streetwear, we will definitely keep an eye on Dopamine in the future. For more information about his drops and Discord channel, head over to Dopamine’s website.