Is ‘luxury brand x Metaverse’ the future mainstream market?
More and more luxury brands are combining with the latest technology of the metaverse, and Prada is no exception. Let’s take a look at how Prada is applying this technology in practice.
1. Prada’s metaverse-meets-real-life fashion show
Prada repeated its AW22 collection in Beijing, airing a futuristic simulation on the social app XIRang. AMO created a disorientating aluminum landscape, and it was inserted in the red interior of Yin An Palace, which is located in the center of the 400-year-old former royal Prince Shuncheng Mansion in Beijing.
The place was not only for in-persons visitors, but it also provided a virtual experience for people, which is also presented on the virtual platform XIRang. The whole project illustrates how fashion brands conceive events that retain the appeal and intimacy of physical place while not losing the opportunity to tap into the much wider world — metaverse.
2.Prada X Adidas Originals are Heading Into the Metaverse
Prada and Adidas Originals are stepping into the world of NFTs for Prada Re-source. The project will bring together participants from fashion, design, and crypto to create a piece of art inspired by the material — physical Re-nylon. The brands also collaborated with Polygon Studios, the Gaming and NFT sector of the gaming website to create the NFT on Polygon’s network. Each artist who has been selected can gain ownership of their NFT and will have the right to sell to a secondary market.
Conclusion
I really appreciate the creativity that Prada has shown in the metaverse field. Prada not only utilizes exquisite offline environments to provide viewers with a great viewing experience but also uses online platforms to allow potential customers to experience it as well. In addition, collaborating with Adidas to create a metaverse community, an open space where artists from around the world can create together, not only enhances people’s awareness of the brand but also reflects Prada’s leading creative concept.
From my personal perspective, it is the mainstream trend for fashion luxury brands to enter the metaverse in the future. For example, a virtual Gucci handbag has been sold online for the equivalent of $4,115, and Ralph Lauren launched digital clothing online on the South Korean platform Zepeto.
Now, the technology industry is also talking about the concept of web3, metaverse, and more and more industries are stepping into the metaverse, not to mention Facebook directly changing its name to Meta. The virtual world is not far from us, and we are gradually using this virtual key to open a bigger world.
