From virtual influencer brands to NFTs on the moon: The first Web3 drops of 2024
A new year means new frontiers for Web3, and 2024 is already shaping up to be a promising chapter for digital fashion.
Just one week into January, and the industry is going stratospheric — to the moon, to be exact. The Fabricant has announced plans to send its digital artworks on a lunar expedition, a venture slated to kick off in August.
In other news, the beloved face of China’s virtual influencer boom, Ayayi, has launched an eponymous streetwear brand, inviting fashion lovers to explore a new realm of mixed reality. But how will the label fare within China’s fiercely competitive streetwear scene?
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What happened: After a year dedicated to redirection, digital fashion house The Fabricant has set its sights on uncharted realms for 2024. The destination in question is the moon, which the virtual fashion platform is poised to explore in August of this year.
The trailblazing digital fashion house will embark on an interstellar mission, sending an exclusive art piece from its ongoing ‘Deep’ collection. This venture is in partnership with Bernard Foing, a former chief scientist at the European Space Agency (ESA). Foing, a space veteran turned creative savant, plans to establish a museum-and-gallery-inspired setup on the moon’s surface.
Why it matters: A project of this magnitude could be the catalyst needed to reignite excitement in the digital art and NFT scene following a sluggish 2023. According to The Fabricant, the initiative aims to democratize outer space, currently reserved for the top one percent of tycoons.
The venture also showcases how the emerging tech industry provides opportunities to explore new ideas and innovations. For The Fabricant, it’s a chance to prove that even the sky isn’t the limit for Web3.
What happened: Virtual influencer turned brand ambassador Ayayi has launched an eponymous fashion label, designed to explore the liminal space between physical and digital realities.
The brand’s inaugural augmented reality (AR)-enhanced collection, accessible through a dedicated website, features physical garments such as Yeezy brand-inspired hoodies and puffer vests, each corresponding to its own artificial intelligence (AI)-generated avatar.
Why it matters: Cultural, creative playgrounds stand out as a key trend to watch across the Web3 ecosystem in 2024. Players such as Amber Park’s Play!Pop!Go! and Tribute Brand are already exploring the intersection of virtual worlds through the lens of fashion design. That said, Ayayi’s expanding cultural influence over China and beyond grants her new streetwear endeavor a considerable advantage.
What happened: Louis Vuitton’s iconic Speedy bag, available in both physical and NFT forms, has now taken on a new dimension as an augmented reality-powered filter on the social hub Snap.
Users can access a virtually-rendered, color-changing twin of the holdall on the platform, aligning with the product’s ongoing marketing push.
Why it matters: Louis Vuitton’s metaverse reign remains unstoppable even under the direction of polymath Pharrell Williams, who has actively embraced Louis Vuitton’s ambitious Web3 roadmap.
Snap, in particular, has solidified its role as a core partner in the maison’s virtual playbook; Louis Vuitton had previously leveraged the platform as part of its collaboration with Yayoi Kusama early last year. Utilizing channels like Snap, which attract a substantial Gen Z audience, serves as a strategic approach to introducing the brand to younger demographics.
