The metaverse offers opportunities for digital designers and brands alike 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 City 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 its audience with multiple metaverse initiatives and Depop tapped into The Sims 4 community in style.
Continue scrolling to see this month’s roundup of our favorite cyber collections and Web3 initiatives.
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Salvatore Ferragamo tapped SHXPIR to produce a customizable NFT.
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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 at the heart of Soho, NYC. In celebration of its new location, the brand partnered with digital artist SHXPIR to produce a personalized NFT collection. This is an example of a brand entering the metaverse with purpose. Firstly, the NFT is free of charge with the aim 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. Lastly, to complement the digital artwork, Ferragamo produced a limited-edition capsule collection with all proceeds donated 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 blend URL and IRL consumer moments. Check out more on the brand’s website.
Lacoste unveiled a new Web3 universe and collaborative digital community.
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After a successful collaboration with Minecraft, Lacoste took its next step into Web3 with the launch of its new digital universe “UNDW3.” Pronounced “underwater,” the Discord community, which currently has 30,000 users and growing, will allow consumers to co-create with the brand and stay informed on 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 discover more, check out Lacoste’s UNDW3 website.
AMBUSH partnered with Zellerfeld for a wearable multi-verse sneaker.
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As pioneers in the pivot to Web3, AMBUSH returned to the metaverse in partnership with New York-based shoe company Zellerfeld. The team produced a 3D-printed slip-on sneaker dubbed the 100S in neon green using sustainable technology and circular design. The physical shoe is complemented by an NFT that unlocks the design in the AMBUSH SILVER FCTRY as well as a certificate of ownership. While the collection is now sold out, you can learn more about the efforts of the partnership on AMBUSH’s Discord channel.
Gucci collaborated with 29 digital artists in its new NFT exhibition “The Next 100 Years of Gucci.”
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After the launch of Gucci Town on Roblox in May, the luxury house introduced a new metaverse offering dubbed the Vault Art Space. The first exhibition, titled “The Next 100 Years of Gucci,” pays homage to the brand’s heritage as it dives deeper into digital. The exhibition, held in collaboration with NFT marketplace SuperRare, is comprised of 29 digital artists interpreting the Gucci brand in their own, unique styles. The first drop features artworks from eBoy, Alanna Vanacore, An Chen, Sasha Katz and Kris Andrew Small.
The Fabricant co-created a digital fashion collection with World of Women.
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Amsterdam-based digital fashion house The Fabricant has been a key player in metaverse fashion since 2019 when the company sold a digital dress for $9,500 USD on the blockchain. Since then, The Fabricant has been demystifying the digital landscape, most recently in a collaboration with the NFT platform World of Women. The collection sees 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 Fabricant’s website.
Burberry released a second NFT collection with Mythical Games.
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In its flagship title Blankos Block Party, Burberry 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 is 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 in-game purchase on Blankos Block Party’s website.
Ahluwalia set out to diversify the Web3 landscape with its first NFT collection.
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London-based brand Ahluwalia complemented its Spring/Summer 2023 collection “Africa is Limitless” 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. As the metaverse continues to gain traction, it still lacks diversity and representation mirroring the challenges of the IRL fashion industry. Ahluwalia’s refreshing take on digital fashion opens room to celebrate global digital designers while donating 40% of the proceeds from sales to the Black Cultural Archives. The “Africa is Limitless” digital fashion collection is available now on BNV’s website.
Depop went digital with The Sims 4.
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London-based online marketplace Depop launched in-game clothing in partnership with The Sims 4. The collaboration utilized existing Depop sellers who helped to develop custom pieces as a part of The Sims 4 “High School Years” Expansion Pack. Bringing secondhand fashion into the digital arena, the brands involved showcase how digital fashion can be fun, sustainable and affirming of a wide range of identities. The collaboration will be available on June 28 with the option to pre-order now on The Sims 4 website.
Metaverse streetwear community Dopamine launched at NFT.NYC.
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Dopamine is a newcomer to the Web3 space, having launched officially at NFT.NYC on June 23. The Web3 streetwear hub has embarked on building a metaverse, hypebeast community which collaborates with NFT designers and brands to deliver bespoke IRL and URL collectibles. The collective offers community members access to pop-ups at the likes of Coachella and Sneaker Con as well as a DAO to co-create the Dopamine brand. As there are multiple overlaps in attitudes of the Web3 and streetwear consumers, we’re definitely going to keep an eye on Dopamine in the future. For more information on its drops and Discord channel, head to Dopamine’s website.
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