Burberry x Minecraft, Rimowa’s new NFTs…
The digital disruption of luxury retail has long proven a formidable force for the future of the metaverse. The nascent phases of a virtual reality unfolding before us were spotted in the rise of digital fashion houses such as The Fabricant and Auroboros who imaginatively leaned into the creation of outer worldly garments for the blockchain market. For such digital-only houses, their take on couture had already been imagined for a virtual future and was encoded as ready-to-wear collections that you (or your avatars) could immediately wear in the metaverse.
But what about the luxury houses that have long ruled the fashion industry? Recent years have witnessed a marked shift in their virtual business models, some proving to be more experimental than others. The pandemic saw Demna lead Balenciaga to host a virtual reality runway show for their Fall/Winter 2021 collection alongside the industry’s first video game drop titled Afterworld: The Age of Tomorrow. And other maisons – think Gucci, Louis Vuitton and Prada – have since followed suit with tangential beginnings in the gaming world; a simultaneous venture considering how video games have long set the stage for what our virtual future might look like.
But fast-forward to the penultimate month of 2022, and the world of fashion seems to be bringing with it a clear stance on the metaverse: a creative tool and space, yet to be fully realized to its maximum potential. Environmental activists have high hopes for the ease of adaptation to sustainability, and deep in the virtual verse, the way it opens doors for innovative collaborations in the industry has been well received. Recently, Rimowa has launched NFTs for luggage with RTFKT and Burberry has a capsule phygital collection with Minecraft. Below is a recent update on how the fashion metaverse is doing as more and more creative initiatives emerge in the virtual landscape.
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Burberry creates capsule collection for Minecraft
Burberry takes its commitment to the gaming world further. Following their previous gaming partnerships with Blankos Block and e-sports company Gen.G, the house’s latest venture sees a collaboration with popular video games minecraft-to launch an in-game adventure with the title Burberry: Freedom To Go Beyond. Adapting the pixelated, blocky visuals of the iconic game, avatars will be able to access 15 free skins available for anyone to download; some exemplify the codes of the house, while others lean into the motifs of the game instead. Everyone blurs the lines between the animated digital landscape and the real world, while exploring the four new domains that are part of the joint collaboration. As for the physical Burberry stores, scenes from the game will line the walls, enhancing the phygital experience in every way.
Explore the Burberry x Minecraft capsule collection here.
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Rimowa launches NFTs for luggage with RTFKT
Together with creator-led platform RTFKT, Rimowa has launched a new collection for the metaverse: a limited-edition series of NFTs that can be forged to redeem physical suitcases with distinct cyberpunk influences that blend our digital and physical realities together. Crypto enthusiasts have the opportunity to immerse themselves in an interactive challenge dedicated to restoring a hacked Rimowa x RTFKT space station to create limited edition NFTs – which would be a necessary step to take before actually counterfeiting the asset. Other than the phygital versions of the briefcase, one can also gain access to WorkerBots as a result of their collaboration.
Find out more about Rimowa x RTFKT here.
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Polo Ralph Lauren collaborates with Fortnite
It seems phygital is on a roll – with Polo Ralph Lauren also jumping on the two-part release format for their exclusive collection. Game success Fortnite is their field of choice, and the collaborative drop welcomes a thorough series of physical and digital wearables, albeit with significant differences in design. While the former consists of a unisex polo shirt and a cap – both debuting with a redesigned logo – the latter sees a host of pieces inspired by the brand’s Stadium line from 1992. By leaning fully into the game mechanics, players will also be able to take part in The Polo Stadium Cup in-game to try to win the items from the digital collection.
Discover Polo Ralph Lauren x Fortnite here.
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Exclusive digital collectibles available at Gucci Vault on The Sandbox
Embracing the house’s maximalist codes, Gucci first made its way into the metaverse after purchasing a virtual plot of land in the mobile game earlier this year, promising to release rare vintage pieces and designer items via Gucci Vault Land. As part of the luxurious experience Gucci Vault hopes to provide its in-game community, a two-week private session has been activated on The Sandbox. Since the end of October, members have been able to complete various quests to earn themselves an amazing array of newly released digital collectibles – from a giant chessboard to wearable accessories. To up the ante, community members with a Gucci Vault NFT in their crypto wallets will automatically gain access to a portable Gucci Vault Aura collectible meant for their avatars.
Explore the Gucci Vault here.