Reaffirming the Maison’s bullish investment in emerging technologies, Louis Vuitton’s latest LV Diamond Fine Jewelry collection has tapped the Aura Blockchain Consortium for its new digital certificate.
These certificates track each central stone’s journey from mine to finger, giving owners of the brand’s latest diamond collection access to information such as where it was mined and where each stone was sorted, polished and set. Make it accessible. In the wake of blockchain’s meteoric rise and subsequent fall, organizations like Aura Blockchain Consortium are desperately trying to regain consumer trust.
In other news, Metaverse data platform GEEIQ recorded a record-breaking week for brands in the virtual world from January 24th to February 5th. Which brands are the latest to enter the digital realm and join the ever-growing roster of competitors? We’ve rounded them up below.
what happened: Louis Vuitton’s new LV Diamond collection, featuring the LV Monogram Star, has introduced blockchain technology to provide owners with full mine-to-finger traceability.
Supported by the Aura Blockchain Consortium, each center stone comes with a certificate and video showing the rough stone from which the gem was cut and where the stone was extracted and polished.
Why it’s important: As the diamond industry prepares for tougher regulations and G7 sanctions that take effect on September 1, Louis Vuitton is ahead of the luxury giants with end-to-end blockchain-enabled products. This is in line with Russia’s restrictions on diamonds, which require retailers to provide full traceability and authentication, an area where the use of digital twins could prove highly beneficial.
As brands realize that blockchain capabilities extend beyond the realm of volatile cryptocurrencies and NFTs, the Aura Blockchain Consortium remains the most popular choice for houses looking to incorporate the technology into their roadmaps. It’s a safe and easy option.
what happened: To mark its official foray into the gaming ecosystem, Max Mara has launched Max Mara Land on Roblox, a virtual destination that the brand has dubbed an “immersive edutainment experience.” Players are transported to a surrealist adventure world featuring roller coasters, giant teddy bears, and meadows filled with puzzles and Max Mara’s signature 101801 coat.
Why it’s important: Last week, a record number of brands launched new virtual activations, with 33 experiences and integrations recorded by GEEIQ. Alongside Max Mara, retailers such as Harrods and Adidas have also announced new projects. Meanwhile, the public availability of Apple’s Vision Pro headset has prompted brands like Alo Yoga, MyTheresa, and Elf Beauty to step up their virtual reality offerings.
The digital space is set to be a key trend in luxury in 2024, with interest in gaming ecosystems and other immersive media such as Vision Pro accelerating.
what happened: On February 6th, NFT collector and influencer Gmoney announced that the next collection from Web3-native fashion house 9dcc will drop during Paris Fashion Week and NFT Paris this month.
The collection includes 30 items, including accessories, apparel, and other lifestyle products, each connected to the Ethereum blockchain via an NFC chip.
Why it’s important: Timing the collection during the Paris Fashion Week calendar is a smart way for 9dcc to grab the attention of the fashion community. As Web3-native labels grapple with widespread speculation and unconvincing traditional fashion retailers, making his mark on one of this year’s most acclaimed style extravaganzas is a promising move.
In the case of 9dcc, the brand has already tapped into the small but mighty market of Web3 fashion startups. Last month, the platform was named “Phygital Brand of the Year” at the Phygicode Impact Awards held during Davos 2024. Now, the time has come to establish itself in the broader fashion industry.
- Sephora is preparing to soon make the beta version of its first Web3 platform, Sephora Universe, publicly available. The channel is currently invite-only, but enthusiasts who wish to participate can sign up for a waiting list. The experience allows users to interact with avatars, participate in digital events, redeem exclusive virtual collections, and connect with beauty fans around the world.