CK Digital Wearables, Jack Grealish In Gucci Town, Yves Saint Laurent Files Trademarks In The Metaverse, And More: Web3 Drops of The Week

Several celebrities entered the metaverse this week to demonstrate Web3’s ever-evolving impact on the fashion industry. Yves Saint Laurent has made headlines with both luxury goods and cryptocurrency enthusiasts as the Parisian house teased its foray into the Metaverse by filing a trademark application for its name and logo in his NFT space. rice field.

Roblox has once again capitalized on its celebrity glamor after bringing England’s soccer star Jack Grealish into the virtual space of Gucci Town. Following his concert with Miley at Gucci World last year and his brand with Cyrus, Game As his platform continues to rely on his star power, Grealish is the latest to appear on his carpet in his Roblox red. Is the name.

In other news, Calvin Klein’s latest campaign has brought its striking brand image to the Chinese gaming sector. Targeting the country’s netizens, the label launched the Web3 initiative, which combines games, AR, and Ready Player Me avatars to create an immersive Spring Festival experience. Global conglomerates have long understood the importance of a China-focused message. What has changed is the recognition that it is important to take advantage of new technologies (like Web3). In 2023, nothing will compare. This is how you connect meaningfully with your target consumers.

High fashion continues on Web3 trail as Yves Saint Laurent files for Metaverse and NFT trademarks

What happened: Yves Saint Laurent has revealed plans to enter the metaverse and NFT space after filing a trademark application late last week. In response to these requests, the French luxury fashion house offers downloadable and recorded virtual goods as part of its beauty line, which includes makeup, skin and hair care products for use in the digital world. These are rumored to consist of downloadable multimedia files (his NFTs with illustrations, text, music, and videos). The brand is also considering building a store in the Metaverse to sell these virtual goods.

verdict: While the label is taking shape on Web3 (Yves Saint Laurent Beauté dropped 10,000 NFTs on the Polygon blockchain in June), the news marks a major milestone for the brand, and it’s now available online. It proves that we are preparing to extend our roadmap. This is starting to look like a pattern. The brand joins a number of high fashion competitors such as Prada, Balmain and Bulgari that have cemented Web3 as a solid part of his strategy over the past year.

Calvin Klein’s Lunar New Year campaign asked users to share an avatar wearing the brand’s #mycalvins collection. Photo: Ready Player Me

Calvin Klein Brings Gaming Experiences and Digital Wearables to Chinaverse

What happened: To target the Asian community, Calvin Klein has dropped a new gaming experience. Combining augmented reality capabilities with the Ready Player Me activity, the initiative gives players access to discounts and various prizes that can be redeemed both in-store and online. Users can access the game via the Ready Player Me platform after dressing up their virtual avatar with merchandise from the CK Capsule Collection.

verdict: Part of the label’s iconic #myCalvins campaign, this activation is an attempt to engage fans. Visitors can submit an avatar wearing Calvin to be featured on a dedicated website. Known as “advergaming,” this interactive strategy is growing in popularity as more and more brands seek to gamify their campaigns for novelty and engagement. However, it is also highly competitive. Names entering this space should be aware of challenges such as long-term value, slow optimization due to increased traffic, and difficulty creating unique appeal in a highly saturated market.

Roblox wins football aficionados by bringing Jack Grealish to the Gucci Town platform.Photo: Roblox

Jack Grealish joins Roblox’s star-studded Gucci Town as part of the Maison’s long-term Web3 strategy

What happened: The popular gaming platform put the name back on the map this week after introducing international footballer and fan favorite Jack Grealish to Gucci Town. Grealish’s avatar can be seen wearing a full Gucci-inspired outfit taken from the brand’s ‘Good Game’ capsule collection. Players can challenge Grealish to his penalty shootout in-game and receive coaching from the footballer himself.

verdict: The project marks a step in Gucci’s commitment to deepen its partnership with the midfielder after he was named an ambassador for Grealish last April. It also has the potential to drive waves of football fanatics onto the platform, offering exciting ways to interact with this beloved sports celebrity that aren’t available on the offline pitch.

Chinese sportswear brand Li-Ning has launched a digital collection series inspired by BAYC’s trademark aesthetic.Photo: Wechat

Li-Ning Launches First-ever Digital Collection Series ‘Wu Dao Shoe Man’ Inspired by Bored Ape Yacht Club

What happened: Earlier this month, sportswear and lifestyle line Li-Ning released its first digital collection series, “Wu Dao Shoe Man”. After the brand announced a partnership with his iconic NFT collective Bored Ape Yacht Club in 2022, this new collection series brings the two brands to life. Li-Ning aesthetics and design.

verdict: The collection also echoes the theme of Li-Ning’s Fall 2018 New York Fashion Week show. The presentation was a milestone not only for the company, but for the entire Chinese sportswear industry. This presentation brought global recognition to the industry’s unique cultural identity. The joint venture has seen both groups develop a strong joint model. The two have developed a pop-up store in Beijing, opened an experience at The Sandbox, and hosted events leveraging China’s major cultural trends, from graffiti to frisbees.