TAG Heuer, Moët Hennessy, Luis Vuitton… have already done so. And why not Dior? All these brands belong to the great empire of Bernard Arnault, LVMH. All see in NFTs and blockchain-related technologies a “ double trigger gun “. But the French fashion house Dior preferred to embark late on the Web3 adventure. Catch-ups are needed.
Dior unveils the “B33” collection
In June 2022, our colleague compiled a list of 10 major brands that have decided to explore the fascinating world of NFT. Many of them come from LVMH, the group (rich with 70 luxury brands) behind the system guaranteeing the traceability of products and their authenticity, Aura Blockchain Consortium.
In a recent publication, Decrypt announced that Dior has also chosen to follow in the footsteps of its peers.
” Here are Kim Jones’ ‘B33’ sneakers, from the #DiorMenFall 2023 collection. Each pair is equipped with an encrypted key giving access to a secure platform and exclusive services. Sign up to be the first to buy them online starting July 6. »
We learned from this tweet that Dior plans to launch a new line of men’s shoes strong of one authentication system unique and encrypted online. The icing on the cake, Kim Jones (artistic director of Dior Menswear) added ” digital twin » NFT to 470 pairs who make up the collection “B33”.
Also, we should point out that the drop of these physical and NFT sneakers, minted on Ethereum, will run this July 6.
Dior, NFT and restraint
This is a text promoting the line of sneakers for men, also taken from the Christian Dior online store.
” B33 SNEAKERS
With their ultra-contemporary linesthe new ones sneakers B33 invite urban exploration. To celebrate theinnovative spirit of the House, each pair also includes an encrypted key which provides access to a personal and secure platform offering dedicated services. In this space, everyone can access the shoe certificate of authenticityto additional information on the different stages of the manufacturing process, or to announcements of the next sneaker launches. »
Odd ! In these few lines, the word “NFT” does not appear at all. The Dior team preferred to stick to ” encrypted key ” And ” certificate of authenticity “. Would it be modesty or restraint?
However, the 6 models from the Dior Men Fall 2023 collection, sold respectively at $1,350are associated with a concept almost identical to NFTs, the “ digital twinss”.
The Dior House has also promised other more developed models of sneakers. Some of them will be equipped with an NFC chip facilitating access to a personalized and secure online platform. There will reside the digital certificates of authenticity that wine producers and other artists cherish in blockchain technology.
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