Web3’s Small But Important Presence at Paris Fashion Week

Paris Fashion Week 2022 includes 64 shows and 42 presentations, many of which Shows The future of fashion.from spray The dress supermodel Bella Hadid wore to the Copernicus show, an upcycled look made up of recycled clothing, and Paris Fashion Week brilliantly highlighted trends for the upcoming season.

While most fashion week attendees and designers celebrate physical elements — such as live fashion shows and tangible design — a few creators incorporate Web3 capabilities to showcase fashion’s vast digital potential.

Web3 democratizes fashion

French designer Victor Weinsanto, who launched his brand in 2020 after two years with the famous Jean Paul Gaultier, made this point, telling Cointelegraph that virtual worlds allow creators to design without using real fabrics and materials. “In a sense, this ensures sustainability, even though a lot of effort and time has gone into creating a collection like this,” he said.

Weinsanto presented his first digital collection, M3TALOVE, immediately after his fashion show in the Marais district of Paris on September 26. Unlike traditional fashion week experiences, the M3TALOVE collection is presented in the form of 3D holograms in a series of glass cases placed in dark rooms with bright lights and a DJ. Such a setup seems appropriate, as the series is a collaboration between Weinsanto and K-Pop girl band Lightsum.

“M3TALOVE” series by Weinsanto and BNV. Source: BNV

Richard Hobbs, founder and COO of Brand New Vision (BNV), the Web3 platform behind M3TALOVE, told Cointelegraph that the idea for the collection was inspired by the possibility of merging K-pop culture with fashion.

“It was a collaborative experience where Victor presented his concept to each of Lightsum’s eight members, then gave their input and advice before BNV converted the sketches into digital garments, as well as for the eight Individually customized avatars for girls.”

Weinsanto added that the M3TALOVE series is one of the best ways to showcase the collaboration between music, metaverse and fashion using non-fungible tokens (NFTs). “I wanted a wearable collection that still had details that couldn’t fit into real life.”

Beyond the concept of reality is indeed one of the most important functions that Web3 fashion offers. Hobbs commented that M3TALOVE is a fully digital collection, noting that this allows for more imaginative concepts as well as sustainability.

“BNV’s business is digital fashion. If people could wear more virtual products in the real world and express themselves in that world, while spending less in the real world, that could be a good thing,” he said.Hobbes makes an important point, as before report A typical New York Fashion Week emits as much as 48,000 metric tons of carbon dioxide.

French luxury fashion house Balmain also Shows Its Web3 was unveiled at this year’s Paris Fashion Week. Balmain launches “Balmain Thread,” the brand’s Web3 hub powered by XRP Ledger Aims to unite their community with NFT projects. Balmain chief marketing officer Txampi Diz told Cointelegraph that Olivier Rousteing, who has been the brand’s creative director since 2011, and the entire Balmain team have been acutely aware of the need to democratize fashion. According to Diz, this led to the birth of the Balmain Thread. He says:

“We underscore the need to open up fashion to democratize a world that was previously closed. We knew we had to launch Balmain Thread during the annual Balmain Festival, a show that would combine our Paris Fashion Week runway show with the one on Balmain.com A one-of-a-kind live concert combined with a livestreamed celebration.”

Diz explained that Balmain Festival attendees have the opportunity to join the Balmain Thread community when they receive their tickets. Those who livestreamed the festival were given a link to join Balmain.com, he added. “All festival-goers on the night were invited to join in with the launch of ‘The Moment’, a mobile photo experience app powered by MintNFT that allows participants to transform their favourite Balmain Festival fashion moments into themselves Unique NFT.”

Although innovative, Diz noted that the ultimate goal behind Balmain Thread was to ensure new forms of communication with the brand’s followers, while opening access to those who had not previously participated in Paris Fashion Week. He elaborated:

“Inclusion is a key word in the fashion industry, and it’s no secret that the old visions of exclusivity and closed experiences are not viable for a new generation of fashion lovers. Web3 is one of many interesting new tools that allow us to reach out to those who wish to enter People open up our world.”

While such concepts are being pursued by established fashion houses such as Balmain, emerging brands are also integrating Web3 experiences to provide greater accessibility for consumers and creators.

For example, Paris-based fashion house Faith Connexion highlighted their Web3 platform Faith Tribe during this year’s Fashion Week. Faith Connexion co-owner and co-founder Maria Buccellati told Cointelegraph that Faith Tribe is an incubator owned by Faith Connexion that allows independent creators to design and customize digital and physical fashion assets, which can then be minted into NFTs. Buccellati said:

“We have a showroom at Paris Fashion Week this year to showcase some of Faith Tribe’s collaborative names and brands. This makes Faith Connexion an inclusive brand, unlike major players like LVMH. We are using Web3 to give the power back to the creatives By.”

To put this in perspective, Buccellati shared that Faith Connexion announced during Paris Fashion Week that 15-year-old pop star and social media influencer Gavin Magnus will be partnering with the brand to create an NFT collection.

Faith Connexion co-owner Wahid Chammas further told Cointelegraph that Faith Connexion has partnered with hundreds of new designers, providing them with tools such as virtual studios, IP registration, and NFT minting capabilities to expand their reach.

Unlike BNV, which is strictly focused on digital collections, Chammas explained, Faith Connexion emphasizes the physical production associated with digital twins. “We believe any designer can create and curate for us under their own brand, while we enable NFT tags to ensure consumers have digital ownership,” he said. The physical design philosophy behind NFTs will also allow creators under Faith Connexion to have wearables that can be used to dress up avatars in the Metaverse environment.

Web3 will grow in the fashion industry

Despite the huge potential of Web3 to expand the influence of the fashion industry, the fact remains that very few brands and designers have incorporated these elements into it. While this was evident at this year’s Paris Fashion Week, innovative designers like Weinsanto are hoping the Web3 concept will catch on.

Pictures from Weinsanto’s opening night showcase the M3TALOVE collection. Source: @alekkatar #tendaysinparis

“I don’t think the Metaverse is well known to designers yet, but soon everyone will want to create collections in the Metaverse because it’s exciting, exciting, and accessible,” he commented.

Diz added that more and more fashion companies will inevitably follow Balmain into Web3 as it democratizes the industry. However, he noted that education remains a key challenge, which is why Balmain Thread aims to make the process of joining its community as easy as possible. He says:

“We make it clear that those joining the Balmain Thread community will never need to master any complex crypto or blockchain work in order to creatively interact with the house — all memberships are minted on the XRP Ledger, and MintNFT is proven by To ensure security through their video verification technology authenticity.”

Despite Balmain’s decision to go this route, some industry experts believe it’s crucial to educate designers and creators at major events like Paris Fashion Week. For example, Hype’s VP of Metaverse, Enara Nazarova, an agency that helps brands get started in the Metaverse, told Cointelegraph that Hype hosted its second digital fashion gala at Paris Fashion Week to educate attendees on Web3:

“Inspired by the success of our New York Fashion Week Gala, we are meeting at the top of the Centre Pompidou to welcome the leading builders of the Web3 space to discuss what’s next for the fashion industry.”

While Nazarova credits Web3 with making progress in the crypto space, she noted that education and onboarding users are key to driving adoption. Although it’s been slow, she believes Web3 will have a bigger share of flagship fashion events in the future.

“Web2 brands cannot ignore the power of digital fashion to connect millions of consumers through virtual products. However, transitioning from Web2 to Web3 is not a one-size-fits-all solution, so companies must embrace experimentation. I think the fashion industry’s ability to leverage the Web3 infrastructure Opportunities are just beginning to emerge.”