Digital and physical came together over NFT Paris showcasing new and resoundingly concrete model use cases for blockchain technology across fashion, beauty, design and publishing with the gaming industry providing further opportunity to flex.
While digital product passports are increasingly gaining traction in fashion and beauty alike, broader spectrum, the consensus among executives and thought leaders like LVMH head of Web3 and metaverse Nelly Mensah and Chalhoub Group director of corporate innovation Nick Vinckier—both of whom spoke on panels during the conference—is that wider Web3 adoption relies upon the underlying technology disappearing into the background, seamlessly adding value to client user experience.
Trame and Art Blocks off the wall
Digital design meets traditional craftsmanship: Generative Interiors, the latest project by TRAME, the innovative design studio that marries digital and physical craftsmanship, leverages generative algorithms to create unique design pieces using traditional savoir-faire.
Unveiled over NFT Paris, the concept, in collaboration with and powered by Art Blocks teamed digital artists with heritage French houses producing physical pieces together with generative non fungible token counterparts.
Digital artist Jeff Davis coded a generative algorithm rendered into a series of stained glass panels by Ateliers Loire de Chartres—currently working on the restoration of Notre-Dame Cathedral—while Aranda Lasch did likewise for the woven patterns of traditional French bistro chairs, crafted by Maison L.Drucker.
Drucker is France’s oldest rattan chair manufacturer—as seen at Paris’ iconic Café de Flore. The idea, Trame founder Ismail Tazi, told Forbes is to “combine digital and physical craftsmanship to create a commercially viable output.” Bigger picture the goal is to use generative art in the commercial design sphere, serving the GenZ and Gen Alpha consumer who crave unique pieces from upholstery to wallpaper.
Tazi also spoke on a panel at MAD Global’s Future+ Codes of Culture symposium. Moderated by Puig Global Digital Media Director and founder of the Tech Powered Luxury podcast Ashley McDonnell, discussing the confluence of fashion, art and culture on the blockchain with Tazi, Grail Capital’s Jean-Michel Pailhon, DRAUP’s Daniella Loftus and Private Jet Pajama Party co-founder Stephanie Abrishamchi. The Maison Druker collaboration was minted by Seth Goldstein’s Bright Moments studio using Art Blocks Engine tech.
The SYKY expands its reach
SYKY, the phygital fashion platform which recently announced Nicola Formichetti as its creative director, teamed with Polygon Labs and The Sandbox to launch phygital collections by London and Nigeria based streetwear designers Stephy Fung and Nextberries. Respectively homages to the Chinese Year of the Dragon and Igbo culture, they come as physical pieces, NFTs and voxelized Sandbox wearables—expanding their owner’s ability to flex into the gaming universe as well.
9dcc’s Crypto Mob couture
Gmoney’s crypto-centric luxury brand 9dcc unveiled its first full on-chain fashion collection at NFC Paris in the city’s Grand Palais Ephemeral. With hero pieces including pinstripe and plaid blazers and bombers with core items like black and white tank tops and the brand’s emblematic baseball caps, all pieces are embedded with near field communication (NFC) chips within satin patches. These access associated digital assets for authenticity and networking opportunities within the 9dcc ecosystem.
“When I look at the crypto demographic and the things that are really strong about the community is that we are risk takers who play at the edge of the law. We’re pushing boundaries,” gmoney said. “I really wanted to lean into that concept and create an aesthetic for that person.”
Following recent Dior collaborations with Denim Tears founder and Supreme creative director Tremaine Emory and Louis Vuitton with Tyler, the Creator, could a similar direction be on the cards moving forward? “We are in active discussions about a lot of different collaborations” he said.
“I think collaborating is always over to it just really finding the right thing at the right time to align with our KPIs. We’re also having conversations with companies you probably wouldn’t expect. I think we have a lot of design space to do something really interesting.”
Essential reading for degens
Brainchild of NFT Factory co-founder Nicolas (Viny) Donato, The UNDOXXED book covers street culture, fashion, and Web3 with contributions from key figures in digital and phygital fashion. The annual hybrid publication explores how 3D modeling, augmented reality, blockchain, and digital identity are shaping fashion in digital spaces. Token holders minting their limited run copies receive a hardcover connected coffee table book with NFC chip embedded into the back cover creating a new model to revive the beleaguered publishing industry.
Beauty game on with Sephora’s new metaverse
On the main stage at NFT Paris, Sephora Global Innovation Director Vincent Benoist discussed Sephora Universe, the LVMH beauty giant’s upcoming metaverse. “It’s an online destination,” he said. “We didn’t recreate a store but an entirely new world. The full intent was to create a complementary destination for our clients to experience beauty online.”
Built on the Polygon blockchain, it’s born out of the popularity of gaming platforms like Roblox and Zepeto. In an extension of Sephora’s ever popular loyalty program, users will be able to create their own avatars, explore, play and redeem rewards and collectibles. Debut brand partners are Guerlain, Givenchy and Make Up Forever.
Conceived with the help of Teddy Pahagbia’s Blavk Pixel consulting agency, Sephora Universe will initially be available in Europe before a global roll out. Currently in beta, it’s accessible on an invite only basis.
“Our job is to always look for fun and meaningful experiences so we had this in mind across the entire project,” said Benoit of the concept. “Is it fun, does it add value and is it going to be something that is exciting and delightful?”
Proof of concept
The Wrangler denim X MNTGE Archive Capsule was a proof of concept developed for the Holly Wood Labs Future Fashion Summit. Curated pieces from MNTGE co-founder Sean Weatherspoon’s and Wrangler global creative director Sean Gormley’s global archives were gifted to attendees. They featured co-branded patches embedded with NFC chips so guests at the event left as part of new a connected community.
