Vivienne Tam introduces NFTs to New York Fashion Week.

With a collection that brought the digital world right onto the physical runway, CFDA member Vivienne Tam offered an alternative take on metaverse incorporation.

Swati Bhat

Vivienne Tam AW23, NYFW. Image: Vivienne Tam

The designer was inspired by a utopian vision of Hong Kong in her AW23 collection, 'Weaving into the Metaverse,' where Web3, blockchain, and gaming worlds already run rampant. Images of China's 12 zodiac symbols sat alongside visuals of Web3 NFTs, which Tam saw as weaving "the cradle of civilisation into the metaverse" on a number of pieces.

"From the beginning of civilisation, humanity has used pictures to communicate and document our history; now, humanity uses pictures to create new currencies, communities, environments, and even worlds," the designer said in a statement.

Tam's New York Fashion Week presentation was mirrored in an after party where guests could access both the in-person and metaverse worlds via live portals.

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Yves Saint Laurent files series of metaverse trademarks

Yves Saint Laurent has filed for a number of trademark applications hinting that the French luxury brand could be next in line to join the metaverse. According to the trademark applications, YSL is setting out to cover its name and logo within the realm of non-fungible token (NFT) and metaverse.

Pritish Bagdi

Yves Saint Laurent Museum, Morocco. Image: Unsplash

The applications mainly centre around beauty and skincare, and include virtual goods to be used in the metaverse, and downloadable multimedia files authenticated by NFTs.

Additionally, filings also cover that of online and physical retail store services that would house virtual goods and products.

Each of the applications include elements such as artwork, perfumery, toiletries, cosmetics, make-up, skincare, face and body care preparations, and hair care.

On entry, YSL will join a string of luxury brands already marking their place in the metaverse, using it as a new avenue to connect with a younger generation of buyers.

The likes of Gucci and Tommy Hilfiger have already set up an established place in this field, both opening permanent branded experiences within open world platform Roblox and adopting a number of digital fashion initiatives into their operations.

Beauty brands are also getting in on the gig, a sector that is particularly being led by conglomerates L’Oréal and Estée Lauder which have each invested heavily into the digital realm.

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L'Oréal contributes to a startup in the metaverse Digital Village

Beauty giant L’Oréal has announced a minority investment in metaverse platform and NFT marketplace Digital Village through its venture capital fund, Business Opportunities for L’Oréal Development (BOLD).

Pritish Bagdi

The investment will be the first of its kind by L’Oréal in the metaverse and Web3 space, as well as the first to be part of its recently launched BOLD’s Female Founders initiative.

“As L’Oréal continues to explore and define what beauty means in Web3, we seek to work with the most promising startups who adhere to the highest possible visual and technical standards,” said Camille Kroely, chief metaverse and Web3 officer at L’Oréal, in a release.

Kroely added: “We are excited to be partnering with Digital Village, whose solutions will be powerful enablers for our brands and whose ideals of sustainability, accessibility and interoperability in the metaverse or Web3 are ones we share.”

Launched in 2021, Digital Village is operated by an international team spanning the US, Europe and Asia, offering scalable technology solutions for the creation and interaction of digital identities.

Among its members, it counts founder and CEO Evelyn Mora, who was also behind the creation of Helsinki Fashion Week, as well as top executives from Pangaia and open-world platform The Sandbox.

Speaking on the investment, Mora said: "We are excited to be backed by BOLD and look forward to collaborating with L'Oréal to revolutionise the beauty industry through the creation of cutting-edge virtual experiences for L'Oréal's renowned brands.

“Together, we are setting the bar for beauty in the metaverse and Web3, pushing the boundaries of what is possible and setting a new standard for the industry to follow.”

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