A graphic from the Gucci Town and Vans World partnership on Roblox.
Hot on the heels of the physical Gucci Continuum x Vans collaboration on Gucci Vault, last week, the two brands extended the circular fashion partnership into the Roblox gaming metaverse. They staged a scavenger hunt across Gucci Town and Vans World where players collected swatches linked to the lifecycle of fabrics and patterns which could then be “recycled” for in-game avatar accessories — a shoe and a backpack — moving between the two worlds via shoe-box inspired portals.
The physical Gucci Continuum collection launched in March on Gucci Vault, integrated deadstock Gucci fabrics and past pieces into new limited edition designs with brands including Vans, Alpha Industries, Collina Strada and EGONLAB with the goal of extending the life of existing materials while expanding upon the storytelling of the house.
Gucci has been nominated for the 27th annual Webby Awards, for innovations and activations including aforementioned Gucci Town in Roblox and Gucci Vault Land in The Sandbox. The Webbies honor excellence on the internet.
Following the announcement of its ALTS Web3 loyalty program, on Friday, adidas revealed mechanics whereby dedicated fans could bypass a random allocation of traits by paying to secure their choice — offering an interesting glimpse into the way the brand plans to further monetize the initiative.
A graphic from AMI’s partnership with avatar platform ZEPETO.
On Friday also, AMI announced the launch of an interactive digital experience in partnership with ZEPETO. The South-Korean social network for 3D avatars enables users to create and customize their avatars.
Within AMI’s world on ZEPETO, visitors can explore the Sacré-Cœur basilica alongside the cafés of Parisian neighborhood Montmartre where the brand held its Spring ‘23 fashion show. They can also shop a curated selection of 15 outfits and accessories to personalize their avatars. These are the first digital wearables to be produced by the French label.
On the utility side, LVMH brand Patou is partnering with fashion technologv company, The ORDRE Group, on digital authentication technology called Authentique.
Authentique creates unique digital fingerprints of physical luxury products accessed via a smartphone application. The technology will first be introduced for Patou’s bag collaboration with DJ and stylist Sita Abellan crafted from premium deadstock leather and denim effect organic cotton.
Le Petit Patou x Sita Abellan can be scanned using The ORDRE Group’s new authentication technology … [+]
Having downloaded the Authentique Verify application, users can scan the area of the digital fingerprint with their phone to verify that their bag is original without recourse to QR codes or smart tagging via Radio Frequency Identification (RFID) or near field communication (NFC) chips so it cannot be tampered with.
An artificial Intelligence (Al) algorithm tracks the wear of the digital fingerprint over time so the customer can be assured of protection forever.” said Founder & CEO of The ORDRE Group Simon P. Lock, in a statement.
The Group also creates unique Digital IDs for products which both establish digital ownership and provide extensive product specifications, sustainability information, and warranty information alongside videos which include from styling tips to messages from the designer.
Source: https://www.forbes.com/sites/stephaniehirschmiller/2023/04/17/the-week-in-web3-and-ai-gucci-x-vans-alts-by-adidas-ami-x-zepeto-lvmhs-patou/