Fashion Tech & AI
Givenchy X b.Stroy launch digital twins
With each passing day, fashion brands jumped on to the NFT bandwagon, including luxury brands which were quiet at the onset. For SS23, French luxury fashion brand Givenchy – famous for having designed much of the wardrobe of Audrey Hepburn and Jacqueline Bouvier Kennedy – has collaborated with New York-based underground fashion brand (b).Stroy created by duo Dieter Grams and Brick Owens. The result of this exciting alliance is an experimental streetwear capsule collection of both menswear and womenswear, with signature pieces being recreated in the virtual space as NFTs.
“Building on a longstanding friendship, Matthew M. Williams and (b).STROY explore a shared love of fashion and contemporary art through experimental shapes and treatments with a dash of audacity,” per Givenchy’s official website.
The luxury fashion brand has collaborated with experimental Web3 artist collective, Felt Zine, to create ‘digital twins’ for six pieces from the capsule. Some of the in-demand pieces include denim-covered biker boots, a patch-covered bomber jacket and a logo t-shirt, set against bold animations. Givenchy x (b).Stroy NFTs are minted on Ethereum; this drop is facilitated by Aura Blockchain Consortium’s NFT solution and technology, available to purchase in limited quantities. Owners of these NFTs will also have exclusive access to Givenchy’s upcoming Web3 program.
Givenchy X (b).Stroy
So, what are you waiting for? NFTs play well into the human needs of ownership and authenticity, a primary reason why a lot of brands are looking to integrate with it, which makes it certain that it is not just a passing fad. Per CultureTrip, “As for the madness of the market… Well, what’s anything really worth? Why should a canvas-and-paint Picasso be ‘worth’ $200m? Why do people own gold? It’s all about scarcity or uniqueness, and provenance – and NFTs provide these.”
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Jasmeen Dugal
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country's advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
