NFTs, blockchain, and other Web 3 technologies were once the buzzwords on everyone’s lips, but today, they seem to have lost their former hype. It appears they are starting to be forgotten and overlooked by more and more people. Yet, regardless of people’s stance on them, I believe they will shape many aspects of our lives, including one that we cannot live without: fashion. I've spoken numerous times about how Web 3 will redefine our engagement with and perception of fashion. Today, as people shift their attention away from Web 3, I believe in its potential even more. To me, there is no future for fashion without Web 3. It is what fashion needs. It is what people want, even if they don't realize it yet.
At first glance, the bond between Web 3 technology and haute couture might seem as unlikely as pairing sneakers with evening gowns. Yet, for some of us, this combination makes perfect sense. After all, fashion has always been about expression and identity, right? Considering this aspect of fashion and people's growing desire to immerse themselves in their digital lives, Web 3 technology is a natural fit. Let me ask you a question: Is it truly self-expression if you don’t own the garments you use to express yourself? How can one truly own a digital piece today?
Through the blockchain, every item showcased in digital spaces can be owned. Everything will live on the blockchain, where your ownership can be verified and authenticated. This isn’t just about pixels on a screen; it’s about true ownership in the digital world, a place that’s becoming increasingly important in our lives.
We once lived purely physical lives, then transitioned to a hybrid existence, and now we are moving more and more towards a digital one. Ownership of the elements we use to express ourselves in each of these eras is needed and desired, even if many people aren't consciously aware of it.
Many of you may wonder: What will I wear in a virtual realm? Will it still be physical garments? In some cases, yes, you will wear physical garments as you do today, such as in social media posts. However, in most future instances, I believe we will be wearing digital fashion, which can be worn not just on social media platforms but in any virtual realm we choose to be part of.
I understand that for many, the idea of digital fashion seems abstract, but it has been with us for a while. We have referred to it as skins in gaming or filters on platforms like TikTok and Instagram. While digital fashion has been around, in my eyes, true digital fashion cannot exist without blockchain technology. This technology makes digital fashion feel tangible and real.
Blockchain ensures the ownership of digital items, provides faster and more secure access to a global market, and enables interoperability. Designers, whether big or small, can use platforms built on this technology to easily sell, buy, or trade digital garments, reaching a global audience quickly. Interoperability means you will be able to wear the same digital garment on multiple virtual platforms—imagine wearing your Fortnite skin in Counter-Strike, for example. Blockchain also guarantees the provenance of any item bought, traded, or sold. As the garment lives on a transparent digital ledger with immutable information, you can easily see the provenance of any digital item. I am aware that many don’t care about these elements now, but they will, and digital fashion won’t be as abstract as it used to be.
In my view, the pandemic played a crucial role in giving people a glimpse of the digital future of fashion. Fashion brands, both new and established, needed to showcase their new releases and keep people connected to their brands. Consequently, they opted for virtual fashion shows. These shows evolved into immersive experiences that blended the physical and digital realms, becoming more than just runways for the latest collections.
During this period and immediately afterward, brands like Tribute Brand, The Fabricant (the first digital fashion house), RTFKT, DRAUP, and others emerged, making waves with their digital-only or digital-physical collections. They challenged our perception of what comprises “real” fashion. These brands sowed the idea in people’s minds and hearts that digital fashion isn’t just static images or digital animations; it is truly fashion, regardless of how one defines it.
Although we have mostly discussed how digital fashion will be impacted by blockchain technology, the physical fashion we are accustomed to today will also be affected. Earlier, I mentioned the provenance that blockchain makes possible for any item bought, traded, or sold. This applies to both digital and physical items. By linking a physical garment or item to an NFT on the blockchain, brands and consumers can authenticate and track their products.
For example, a Chanel bag or a Rolex watch could come with its own digital twin—an NFT that verifies its authenticity and tracks its journey from the atelier to the closet. Furthermore, the NFT doesn’t have to be separate; it can be integrated into the item itself through NFC technology (the same technology used for contactless payments). NFC acts as a bridge between devices, or in this case, between the digital and physical worlds.
This marriage of the physical and digital not only combats counterfeiting—a significant problem today—but also adds a new layer to the storytelling a brand can offer.
The Aura Blockchain Consortium is LVMH’s platform that uses blockchain to provide certificates of authenticity for luxury goods. This ensures the provenance of high-end items and opens up new possibilities for customer engagement. By tapping or scanning your luxury item with your smartphone, you can unlock its entire history—from the sourcing of materials to the craftsmanship involved in its creation. Can you imagine the impact this has on a consumer? This level of transparency and storytelling adds significant value to the product, transforming it from a mere object into a rich narrative that the owner can engage with and share.
Among the various impacts of Web 3 on the fashion world, the transformation of the transactional relationship between brands and consumers into a relational one is perhaps my favorite. The dynamic will shift from a "Give. Take. Take. Take." equation to "Give. Give. Give. Take." While influences like the pandemic have played an essential role in shaping people's behavior with brands, this true shift can only be achieved through Web 3.
Sooner or later, each brand will start offering NFTs to their consumers to form a loyal and more engaged community. When someone buys an NFT, a psychological event occurs that makes them feel they have a voice in the brand. Brands will need to listen to their holders, satisfy their realistic needs and desires, and provide more to retain them. Imagine having a say in the next collection or proposing collaborations and initiatives. This level of engagement turns passive consumers into active stakeholders, fostering a sense of ownership and loyalty that goes beyond mere brand affinity. NFTs give people a voice within the brand, one that must be listened to ( NOT ONLY HEARD!!! ) if the brand wants to thrive.
One of the natural benefits of NFTs is co-creation. By allowing people to participate in your brand's future through an NFT, you enable them to co-create part of your brand's journey and, ultimately, the future of fashion. It's true that not all NFTs will be used in these cases. For example, if a brand sells a digital gown as a collectible with the choice to have it made physically, you should not expect more from it. However, if a brand sells a PFP collection, you will naturally expect more engagement and input in the brand you’ve become a part of. While these may not be the best examples, I hope my point is clear.
Another aspect of the marriage between fashion and Web 3 that I love is the potential for this technology to democratize the fashion industry. Today, it is incredibly challenging for small designers or independent labels to gain recognition and make a living doing what they love. The costs, time spent on obtaining often unnecessary diplomas, and other barriers prevent many talented individuals from pursuing a career in fashion.
However, with digital fashion and Web 3 technology, things can change. By minting a design or garment as an NFT, talented designers can reach a global audience without the need for traditional gatekeepers. They can start making a living or fund the brand they’ve dreamt about without needing diplomas, connections, or substantial financial resources. A gifted designer from Lagos can now compete on a level playing field with established houses in Paris or Milan. Fashion is finally being democratized, bringing fresh perspectives and diverse voices into an industry often criticized for its lack of inclusivity. Furthermore, I believe that the next big designers and brands will emerge from this digital world. Exciting times are ahead.
If I were to weave together the threads I’ve been discussing, I can picture a fashion landscape that’s more transparent, inclusive, and interactive than ever before. Yet, one critical issue hasn't been mentioned: sustainability. By tracing the journey of a garment from raw material to finished product, we can clearly see the supply chains that have often been opaque. This transparency allows us to make more informed choices about what we wear and who we support.
Furthermore, overproduction and waste have been among fashion’s biggest issues. Digital fashion, by its very nature, addresses these problems. Virtual garments have no physical footprint and can be “worn” countless times in different digital environments without wear and tear. Additionally, the ability to pre-sell designs as NFTs before physical production begins could help brands gauge demand more accurately, reducing overstock and waste.
Regardless of how promising everything may sound, I must acknowledge that this digital future of fashion comes with its own set of challenges. This is the case with any revolution, right? For many, the environmental impact of blockchain remains a concern, particularly for an industry already grappling with its sustainability credentials. The energy consumption of certain blockchain networks has been a point of contention, although newer, more efficient protocols are constantly being developed. (In my view, these are not significant issues, especially with the protocols we have today, but it’s important to consider others' perspectives.)
Furthermore, questions of accessibility and technological barriers arise. Will this new digital fashion world be open to all, or will it create new forms of exclusivity? What other challenges might we face in this digital future of fashion?
Regardless of these challenges, the potential for Web 3 technology to reshape the fashion industry remains tantalizing. With each day, my belief in the role they will play in fashion grows stronger. As these technologies mature and implementation solutions arise, we will see them integrated more seamlessly into our everyday fashion experiences. Imagine trying on a physical garment in a store and instantly accessing its digital counterpart for use in virtual worlds. Or consider how augmented reality could allow us to layer digital fashion over our physical outfits, blending the real and virtual in ways we're only beginning to explore.
There is no future for fashion without technology. They have been intertwined for so long, and this relationship will continue to evolve. Even though the initial frenzy around NFTs and Web 3 may have subsided (which isn’t necessarily a bad thing), the potential for innovation remains strong. Just as the loom revolutionized fashion production in the 19th century, blockchain and Web 3 technologies could usher in the next great era of fashion innovation.
This time, fashion will be perceived as more than just what we wear; it will encompass how we connect, express ourselves, and engage with the brands and designers we love. It’s about empowerment, redefining the concepts of ownership and value in the digital age, and focusing on the people involved.
If asked how the future of style will be written, my answer is always the same: It will be crafted not just in fabric and thread, but in code. Whether we embrace it or not, we are in the midst of a fashion revolution, and as unconventional as it may seem, it is digital. This revolution promises a world where creativity knows no limits and where the narrative behind our clothes is as significant as the garments themselves.
The marriage of Web 3 and fashion is progressing daily, though it is still overlooked by many. This emerging future is one we need and desire, even if we don't fully recognize it yet. It will be remembered as a pivotal chapter in the story of human creativity and self-expression. In this new narrative, we are not mere observers but active participants, co-creating the future of fashion and humanity, one digital stitch at a time.
Have you ever listened to the whispers of your heart?
Thank you!
Have a blessed day!🌹
Eduard🌹
