Non-fungible tokens (NFTs) are being introduced to high-end fashion by the Singaporean edition of Vogue, which contains a QR code in its September issue that allows access to two digital covers produced by trend designers, which may be found as NFTs.
The Rena cover is the first NFT cover to appear in Vogue Singapore’s September issue, which hit newsstands on August 25.
The September NFT cover, “Triumphant Awakening” by 3D artist Chad Knight, was created in partnership with the Singaporean design studio Balf Design, which produced a fractal headboard generated by artificial intelligence.
Their latest initiative is part of a joint global project of the 27 editions of the magazine. The magazines are set to “unite under the global theme of ‘New Beginnings’ as a hopeful statement for a new departure”.
HOW TO BUY?
The NFTs will be auctioned on the Binance NFT marketplace beginning in September, in collaboration with Brytehall, a new NFT platform from Vogue Singapore’s publisher, Publishers, in partnership with Binance and ad network Vidy, and collaboration with Binance and ad network Vidy. Only one edition of each of the two digital-only covers will be offered, with prices starting at 12ETH (about $38,000), and readers can sign up to receive more information about the auction. Vogue Singapore, Brytehall, and Binance will all split the profits. (Conde Nast, the parent company of Vogue Business, licenses Vogue Singapore.
GETTING A NEW RELEVANCE: Collaborations between NFT and fashion magazines can help explain the value of non-fungible tokens for the fashion community while also giving print media a fresh perspective. Neuro, a fashion NFT marketplace planned to start in October, claims it is in talks to digitize magazine covers with at least four magazines. “We wanted it to appeal to those who read Vogue or purchase at Net-a-Porter,” says the team.
DIGITAL VIEW TO THE WORLD: Vogue Singapore is no stranger to the world of technology. It began with a 360-degree digital experience in place of a launch gala in 2020 during the epidemic and shortly after added augmented reality “holograms” that allow readers to see 360-degree, moving models in their location by scanning a QR code. The September print cover also includes a QR code that, when scanned, opens up a series of digital covers.
HOW ARE DIFFERENT DESIGNERS USING NFT IN THEIR FASHION INDUSTRY?
CollezioneGenesi, a nine-piece NFT – or non-fungible token – collection created in conjunction with UNXD, a curated marketplace for digital luxury and culture, will be unveiled at the Dolce & Gabbana Alta Moda show in Venice. Five of the CollezioneGenesi items – two dresses, a men’s suit, and two crowns – are physical Dolce & Gabbana designs with digital counterparts that can be utilized in the metaverse – “a virtual environment where one can be present with others in digital spaces.”The idea is to inculcate people to buy digital fashion art.
In a seven-minute collaboration with artist Fewocious, RTFKT, producers of virtual shoes that offer original and collaborative virtual sneakers as non-fungible tokens, made $3.1 million. The border between digital and physical fashion was blurred with each NFT-based virtual sneaker drop, which came with a physical pair of shoes. The demand for high fashion has always been based on exclusivity, uniqueness, and the ability to set the wearer apart from the crowd. Collectors will be on the lookout for rare fashion NFTs, and luxury firms should capitalize on the rarity component of NFT to generate demand.
This new avenue of digital output is to engage with a broader community. Von Schlippe wants this to be the beginning of Vogue and crypto. “The mystery boxes will serve as a continuous process to engage the crypto community and allow them to interact with Vogue in a new format.