In August, the fashion industry events in the Web3 landscape continued to embrace technology, especially augmented (AR) and virtual reality (VR), to create innovative and immersive consumer experiences.
Lacoste’s new seasonal virtual store features an NFT-based loyalty program and unique retail experience, paralleling Lululemon’s immersive e-commerce presentation for its new shoe line. Still, other retail ventures have also linked the physical and digital worlds, as seen in The Metropolitan Museum of Art’s collaboration with Roblox for interactive art experiences and ZERO10’s in-store AR try-on technology at JD Sports. Is.
In other areas such as the music industry, AI and Web3 are not just celebrating the past, as demonstrated by digital fashion collections from Warner Music Group and DressX celebrating the 50th anniversary of hip-hop; They are also preserving the future, as demonstrated by Digital Mark Tuan of MyVox and Soul Machine.
Keep scrolling to see our favorite cyber collections and Web3 initiatives from this month.
Crocs and Doodles team up for a collaborative project focused on NFTs
Web3 brand Doodles teamed up with Crocs to blend the physical and digital worlds. Their collaboration, which launched on August 29, introduced a product line that fuses traditional fashion with modern technology. Doodles x Crocs Classic Clogs with special Jibbitz charms by Burnt Toast was the centerpiece. Each bundle included a redeemable “Crox Box” digital collectible item. Buyers also gained access to Doodles’ immersive studio platform through the Beta Pass, enabling customization of Doodle avatars with Crocs wearables. Holders of Doodle’s digital collectibles received early access at a discounted price on August 28.
Lacoste Unveils a New Virtual Store Offering an Enhanced NFT Loyalty Experience
Lacoste, in partnership with Emperia, launched a new virtual store, marking their second virtual venture following a holiday-themed store in December 2022. The virtual store showcased Lacoste’s summer collection and offered exclusive experiences tied to its NFT-based UNDW3 loyalty program. The goal was to build a strong sense of community and buyer loyalty that extended well beyond physical stores. Visitors can embark on a virtual journey from the beach to the crocodile’s mouth, exploring the summer collection. An elevator ride led to an outdoor pool deck setting overlooking the beach. The experience included a crocodile-themed scavenger hunt, an underwater VIP location exclusively for Le Club Lacoste and UNDW3 members, offering co-created NFT collections and weekly prizes.
Warner Music and DressX Celebrate 50 Years of Hip-Hop with Digital Collection
Warner Music Group partnered with DRESSX to launch the “Hip-Hop at Fifty” digital fashion collection that celebrated 50 years of hip-hop culture. The collaboration combined cutting-edge digital fashion and AR technology with iconic streetwear styles from hip-hop history. The collection consisted of three dresses, representing the East Coast, West Coast, and the South, each representing the essence of their respective regions. Additionally, two AR accessories, the “Hip-Hop at Fifty Chunky Chain” and the “Hip-Hop at Fifty Hoop Earrings” were offered for free.
MyVox, a new AI platform, launched with Sevdaliza’s “Dahlia”.
MyVox, an innovative AI platform developed by musicians Maeve and John Clancy to empower music creators, was launched on 24 August. The software features AI voice models, the first of which is “Dahlia”, created in collaboration with artist Sevdaliza. Dahlia allows artists to transform their vocals and release music on streaming platforms while sharing 50% royalties with Sevdaliza. MyVox’s library of sounds enables bedroom creators to access advanced music-creation tools, collaborate and promote emerging styles. The platform prioritizes artist control, allowing them to license AI voices and define royalty splits.
Ralph Lauren Launches “Race To Greatness” In Fortnite With Physital Boot Release
Ralph Lauren steps into the metaverse with the launch of “Race to Greatness,” a virtual island within Fortnite. Developed in collaboration with Beyond Creative, this island merges fashion, gaming and exploration. It was designed using the Unreal editor, paying homage to Ralph Lauren’s iconic runway shows and brand aesthetics. At its core, the island features a Ralph Lauren emblem-encrusted foot sculpture in the “P-Wing Building”. Beyond aesthetics, “Race to Greatness” offers engaging gameplay with various Mini-games. Concurrently, Ralph Lauren launched a “phygital” initiative, releasing the Polo P-Wing boot in both virtual and physical form, priced at $250 US, with only 200 units available.
The Met and Roblox unveil an interactive arts education digital experience
The Metropolitan Museum of Art, in partnership with Verizon, launches the user-friendly Replica app, which provides children and young adults with an innovative way to connect with the museum’s extensive collection. The free app, available on iOS and Android devices, allows visitors to scan 37 artworks from different curatorial areas, including the American Wing, Egyptian Art, European Painting and Asian Art. Users can also collect digital items for their Roblox avatars. Meanwhile, in Roblox, they can explore a virtual version of The Met’s iconic facade and other famous locations, showcasing their selections in museum-style cases and using a digital photobooth inspired by The Met’s collection. can do.
Fabricant Releases the First Drop of Its “Holland: Primal Rave” Digital Couture Collection
Fabricant, a leader in digital fashion, unveiled the first drop of its digital couture collection, “Wholeland: Primal Rave,” featuring “pump heels.” The lineup also included “Hardcore Happiness,” “Door Bitch” and “Skullfuck” ensembles, which featured modern digital and analog technology, intricate prints, manual denim washes, and embellishments. Fabricant’s collection seamlessly combines graphics, lighting and real-time rendering, offering 3-D files and AR capabilities for an immersive experience. The mint is now open for drop number one.
Rumfords taps ZERO10 for JD Sports AR sportswear retail experience
ZERO10, a leading provider of virtual try-on solutions, has partnered with JD Sports to introduce its AR integration at JD Sports’ flagship stores in New York and Chicago. This is the first use of in-store AR try-on technology by JD Sports. The collaboration coincides with JD Sports’ Need It Now campaign, allowing customers to experience 18 digital items from the exclusive collection using ZERO10’s AR Mirrors and initiate purchases directly from the AR Mirror screen.
Lululemon launches a virtual store to promote its new “Chargefeel 2” sneaker
Lululemon, the athleisure brand best known for its yoga apparel, has embraced the virtual retail trend. The Canadian sports giant forays into the world of immersive e-commerce through a collaboration with digital store platform Emperia, which offers a unique virtual shopping experience. Centered around its latest running shoe launch, the “ChargeFeel 2”, the initiative encouraged customers to explore virtual try-ons, participate in interactive workouts and discover new product ranges.
K-pop meets AI with the world’s first GPT-enabled digital celebrity
Soul Machines partnered with K-pop sensation Mark Tuan to launch the world’s first GPT-enabled digital celebrity on its website. This digital version of Mark Tuan uses GPT technology to engage fans in one-on-one conversations discussing a variety of topics including his music, career, interests and future projects. Powered by Soul Machines’ advanced AI, the digital mark can autonomously animate itself while answering fans’ questions in real time. This innovation has revolutionized fan engagement and brand collaboration, catering to Mark Tuan’s 30 million followers worldwide. Digital Twin initially communicates in English and is expected to include Korean and Japanese languages in the future.