Reaffirming the maison’s bullish investment in emerging technologies, Louis Vuitton’s latest LV Diamonds fine jewelry collection has tapped the Aura Blockchain Consortium for its new digital certificates.
These certificates trace the journey of each central stone from the mine to the finger, enabling owners of the brand’s latest diamond collection to access information such as the location of extraction and where each stone was sorted, polished, and set. Following the blockchain’s meteoric rise and subsequent fall from grace, organizations like the Aura Blockchain Consortium are desperate to win back consumer trust.
In other news, metaverse data platform GEEIQ recorded a record-breaking week for brands in virtual worlds from January 24 to February 5. Which brands were the latest to join the ever-growing roster of contenders diving into the digital realm? We round them up below.
What happened: Louis Vuitton’s new LV Diamonds collection, which features the LV Monogram star, has deployed blockchain technology to provide owners with full mine-to-finger traceability.
Powered by the Aura Blockchain Consortium, each central stone arrives with a certificate and video showing the rough from which their gem was cut, as well as where the stone was extracted and polished.
Why it matters: Louis Vuitton is getting ahead of the luxury powerhouse pack with its blockchain-enabled end-to-end offerings as the diamond industry prepares for tighter controls and G7 sanctions set to be enforced on September 1. Retailers will be required to provide full traceability and certification in line with the restrictions on Russian diamonds, an area in which the use of digital twins can prove immensely beneficial.
As brands recognize that the capabilities of blockchain extend beyond the volatile crypto and NFT arenas, the Aura Blockchain Consortium remains the safest and easiest option for maisons seeking to incorporate the technology into their roadmaps.
What happened: Marking its official foray into the gaming ecosystem, Max Mara has launched Max Mara Land in Roblox, a virtual destination coined by the brand as “an immersive edutainment experience.” Players are transported to a surrealist adventure land complete with rollercoasters, giant teddy bears, and meadows filled with puzzles and Max Mara’s signature 101801 coats.
Why it matters: Last week, a record number of brands launched new virtual activations, with 33 experiences and integrations recorded by GEEIQ. Alongside Max Mara, retailers including Harrods and Adidas unveiled new projects. Meanwhile, the public release of Apple’s Vision Pro headset prompted brands including Alo Yoga, MyTheresa, and E.l.f Beauty to dial up their virtual reality offerings.
With interest in gaming ecosystems and other immersive mediums, like the Vision Pro, accelerating, digital spaces are poised to be a prime trend in luxury in 2024.
What happened: On February 6, NFT collector and influencer Gmoney announced that the next collection to arrive from his Web3-native fashion house, 9dcc, will drop during Paris Fashion Week and NFT Paris this month.
The collection will include 30 items, including accessories, apparel, and other lifestyle products, each connected via an NFC chip to the Ethereum blockchain.
Why it matters: Timing the collection to launch during the Paris Fashion Week calendar is a savvy way for 9dcc to put itself on the fashion community’s radar. As Web3 native labels grapple with widespread speculation and unconvinced traditional fashion retailers, making their mark on one of the most esteemed style extravaganzas of the year is a promising way in.
In 9dcc’s case, the brand has already cracked the small-but-mighty market of Web3 fashion startups. Last month, the platform was named “Phygital Brand of the Year” at the Phygicode Impact Awards during Davos 2024. Now, it’s time to establish itself with the wider fashion industry.
- Sephora is gearing up to launch a beta version of its inaugural Web3 platform, “Sephora Universe,” to the public soon. Currently, the channel is an invite-only experience, but enthusiasts eager to join can add themselves to a waitlist. The experience will allow users to navigate avatars, attend digital events, redeem exclusive virtual collectibles, and connect with beauty fans across the world.
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