This past year has seen luxury publicly embrace artificial intelligence (AI) and its capabilities — a stark contrast to the industry’s approach to NFTs and metaverse destinations.
With attention on generative technology at an all-time high, fashion houses are scrambling to join in the conversation and ride the zeitgeist.
Balmain, for example, is putting personalization at the heart of its latest project by employing AI. Using its Unicorn sneaker as a blank canvas for innovation, the brand is expanding its Web3 strategy beyond digital wearables and NFTs to become a full-fledged creator studio.
In other news this week, Adidas’ Three-Stripes brand has launched a number of virtual retail hubs in Roblox, with the gaming platform becoming the most influential fashion hotspot of the year, while Zara has partnered with digital collectible community Okay Bears on a new kidswear collection.
Adidas’ Three-Stripes brand drops new destination in Roblox
What happened: On December 7, sportswear conglomerate and Web3 virtuoso Adidas announced the next stage in its virtual takeover: a series of pop-up hubs in Roblox.
The experience carries officially licensed digital clothing and bespoke outfits for the user-generated content (UGC) platform, which can be purchased via Roblox Marketplace. Each pop-up shop will appear in a different experience, with more stores set to arrive in the coming weeks.
Why it matters: Designed to echo Adidas’ offline merchandise and collections, gamers will now be able to replicate their own IRL outfits on their digital avatars. The label has also tapped the expertise of prolific Roblox creator Rush Bogin to help bring its vision to life — a move that aligns with Adidas’ support of emerging digital talent.
The duo has released an exclusive, limited-edition avatar collection featuring cross-body bags, crowns, and beanies. According to Global Industry research, the UGC platforms market was valued at $4.4 billion in 2022 and is expected to reach $18.6 billion by 2028.
Balmain partners with Space Runners and AI artist on new generative sneaker project
What happened: Balmain and Space Runners have joined forces once again to fuse high fashion and advanced technology, particularly artificial intelligence.
The duo teamed up with custom sneaker artist Ant Kai to put a new spin on its classic Unicorn shoe design. Owners could mint the shoe’s digital collectible on the Polygon chain starting December 7 and purchase the one-of-a-kind sneaker exclusively at Balmain’s new Atlanta flagship or on the official website.
Why it matters: Rather than appoint a new collaborator for its latest activation, Balmain is deepening its relationship with Space Runners to strengthen the pair’s digital portfolio. The partnership with Ant Kai also highlights Balmain’s commitment to embracing diverse talents and fresh perspectives to elevate the label.
Recognizing the significant downturn in NFT and metaverse hype, introducing generative tech into the mix brings Balmain back to the forefront of mainstream consciousness.
Zara launches new kidswear collection alongside PFP project Okay Bears
What happened: Not one to shy away from an unexpected collaboration, high street label Zara unveiled its latest tie-up on November 30 in partnership with digital collectibles community Okay Bears. Aimed towards the younger generation, the kidswear collection is available across 1,149 Zara stores worldwide, featuring Okay Bears’ trademark iconography on the garments.
Why it matters: The project marks a momentous leap for Okay Bears, with Zara plucking the native PFP (picture-for-profile) project out of the digital world and into the mainstream — a move that brings new life, new audiences, and new opportunities to the IP.
This isn’t the first time this strategy has been employed by notable fashion brands, particularly as NFT projects gain traction in the industry. Earlier this year, Crocs partnered with the digital studio Doodles, and in 2021, Adidas collaborated with the Bored Ape Yacht Club.
