What happened: Anaki, China’s independent fashion brand was the first Chinese label to include NFTs in its collections, resulting in a huge Chinese social media epidemic. The look of the collection can be found not only by celebrities such as Shen Mengchen, Wan Nida and Jike Junyi, but also by popular influencers and KOLs such as Chen Ran, Nikki-Min, YangFanJame and MengJia. In total, the entrepreneurial label has effectively dressed a total of 23 celebrities and KOLs.
The collection that debuted in Milan Fashion Week, Obscuring the boundaries of traditional physical forms and instead exploring the evolution of cyborgs and non-humans. Incorporating the physical presence of the physical lineup, the design was encoded into a series of NFTs entitled “Meta Cosmos”. It was explained by creative director Anna Yan Yanji, “creating a unique identity label for a new human race in another parallel dimension.”
ANNAKIKI debuted its first NFT collection at Milan Fashion Week. Photo: ANNAKIKI’s Weibo
Jintake: In the fall / winter 2022, more designers welcomed digital assets to their collections. From Philipp Plein’s “Monsters Gang” NFT to ANNAKIKI’s multidimensional showcase, virtual fashion is creating a new world of innovation and creativity.
From the luxury consumer’s point of view, the benefits of virtual fashion can outweigh the physical benefits. Continued scrutiny of the fashion industry’s contribution to the climate crisis has led to changes in consumer habits. Alternatively, Metaverse provides an exit that can meet your needs online without these environmental impacts. In addition, digital fashion is an effective way to explore our own identity. One of Web3’s most fascinating assets is the ability of users to open up space to experiment with who they are through virtual fashion.
However, some people are hesitant to follow suit. Bernard Arnault, Chairman and Chief Executive Officer of the LVMH Group, previously stated in a “Caution” that luxury homes are approaching the Metaverse. As The line between what is real and what is not is becoming increasingly blurry, and it is difficult to predict whether virtual consumption will overtake physical consumption. But last year’s NFT market was over $ 40 billion, and more and more possibilities are beginning to emerge.
Jintake It reports on some of the key news and presents an analysis by the editorial team on its significant impact on the luxury industry. In the recurring column, we’ll analyze everything from product drops and mergers to the sprout of fierce debate on Chinese social media.
