How the blockchain became Stella McCartney’s sustainability wingman. Plus, AR makes waves on TikTok

This week has seen brands kickstart their Web3 playbooks following the hubbub of fashion month. 

Adidas unveiled its latest tie-up alongside collaboration connoisseur Moncler, a project that marries non-fungible tokens (NFTs), virtual retail destinations, and artificial intelligence (AI). Meanwhile, crypto hardware kingpin Ledger announced its latest venture alongside globally-renowned auctioneer Sotheby’s, with the pair set to introduce self-custodial wallet solutions to digital art investors next year. 

In other news, top beauty players are etching their name into the metaverse. In what has been the biggest year for beauty and Web3 thus far, TikTok favorite and newcomer to the virtual space Drunk Elephant now wants in on the action. 

Stella McCartney partners with blockchain-powered supplier for Paris Fashion Week showcase

What happened: For her Paris Fashion Week Spring Summer 2024 showcase, Stella McCartney joined forces with traceable merino wool supplier Nativa to provide materials for her collection.

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The blockchain-backed company focuses on supporting regenerative farming to protect animals, the land, and farming communities around the world.

The verdict: As the fashion industry finds itself under more pressure to pivot to eco-conscious alternatives — this fashion month saw four of its major runways crashed by PETA protestors — blockchain may just be the solution. 

Sustainable fashion pioneer Stella McCartney is no stranger to material innovation. This latest venture into new tech underpins the designer’s commitment to exploring new modes of circular production, subsequently boosting blockchain’s credentials in the process. 

Sotheby’s has teamed up with crypto hardware platform Ledger to help boost digital asset security for its collectors. Photo: Ledger

Ledger teams up with Sotheby’s to leverage asset security for digital art investors 

What happened: Sotheby’s, the premier auction destination for art, jewelry, and collectibles, is partnering with digital asset platform Ledger to provide collectors with a new digital custody solution for the long-term security and preservation of digital art. 

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Starting in 2024, purchasers of top auction lots of digital art at Sotheby’s will receive a limited-edition, co-branded Ledger x Sotheby’s Nano X (Ledger’s proprietary hardware asset wallet) to securely and seamlessly manage their assets. A cross-branded educational content series through Ledger Academy, Ledger’s dedicated educational platform, will also be available via Sotheby’s Metaverse.

The verdict: In the post-NFT rush era, investing in resources to make the market as secure as possible is key.

The news also arrives on the heels of a string of collaborations for Ledger over the course of this year. After leaning further into the luxury fashion space through partnerships with Japanese streetwear label Ambush and Italian powerhouse Fendi, cracking the digital art landscape is next on the roster. And with Sotheby’s already having established a metaverse roadmap, a tie-up with the auction house is a good place to start. 

@drunkelephant Go for the Goldi ✨ Have you tried our B-Goldi  Bright Drops Effects filter? Show us yours and don’t forget to tag us! #drunkelephant ♬ sail away (instrumental) – lovelytheband

Drunk Elephant taps digital fashion wardrobe DressX for AR-powered TikTok filters

What happened: Digital fashion platform DressX is powering beauty label Drunk Elephant’s debut AR filter try-on.

Merging beauty, tech, and the power of social platform TikTok, Drunk Elephant launched a series of AR-enabled accessories and scenarios inspired by its hero products on October 2. The filters can be accessed via the skincare brand’s TikTok page. 

The verdict: Until recently, Snapchat has been the self-proclaimed hotspot for AR-powered activations. But with TikTok now jumping on the bandwagon, the former’s title might be in jeopardy. The social platform is a hive for targeting a younger audience base, with over 60 percent of its user demographic being Gen Z; bringing emerging tech like AR into the mix is another way for TikTok to expand on its content offerings. 

The Drunk Elephant hashtag has already amassed over 3.6 billion views on TikTok, with the brand no stranger to online virality. By teaming up with Web3-native DressX, the label is helping to bring the virtual world’s players one step closer to cracking the masses.