Off the back of Web3’s hot streak last week, which saw Coach enter the gaming realm, Balenciaga embrace the Vision Pro, and Brunello Cucinelli tap artificial intelligence, things are looking up for digital fashion.
This week, however, it’s the indie players that are back in the spotlight, with LA-based lifestyle label and influencer favorite Cult Gaia launching a new Web3 community membership for its followers.
Syky is also next in line to join the Vision Pro bandwagon with an experience poised to bring fledgling and independent designers into the homes of tech-savvy fashion fans. With the headset gaining traction during a period of recalibration for Web3, can the gadget help Syky scale up its audience?
What happened: Ralph Lauren’s popular subsidiary brand Polo Ralph Lauren, has teamed up with AR-leader Snap and creative digital studio Beyond.Studio on a new interactive filter based on the label’s patches. An accessory that harks back to Ralph Lauren’s early days, the new AR filter brings to life the Americana-themed emblems.
The verdict: The project is part of a larger activation spotlighting the iconic visual elements of Polo Ralph Lauren’s patches. An aesthetic cue central to the brand’s overall identity, this latest venture aims to introduce a younger audience to the insignias through digitization.
But in an era when Snap filters have become par for the course for brands, cutting through the noise is a tricky task. In Polo Ralph Lauren’s case, while the filter leverages an existing campaign and brings it into the virtual realm, it lacks the immersive and creative allure required to make a splash.
What happened: Digital fashion house and incubator Syky has released a new app for the Apple Vision Pro headset. Via the experience, users will be able explore new garments and collections from Syky’s growing roster of designers.
The first creative to debut on the app is Japanese brand Anrealage, the brainchild of designer Kunihiko Morinaga. Drawing inspiration from the label’s SS21 “Home” collection and a gown worn by Beyoncé on her Renaissance tour, the experience includes a bespoke digital version of its Pyramid dress, which can be explored up-close in 3D view. Audiences can also watch a number of short films featuring the designer and his work by clicking on surrounding floating orbs.
The verdict: Syky’s entry into the Vision Pro marks a watershed moment for Web3-native brands trying to make it mainstream. So far, the gadget has been flooded with major names in luxury – from Gucci to Alo Yoga to Balenciaga – but Syky hopes to chart its own path within the headset, despite being up against hefty contenders.
To do so, the house is honing in on the storytelling component over e-commerce – a strategy that a growing number of brands are adopting. Over time, the new app will empower audiences to discover more about fashion’s new wave of creatives through digital portals, virtual versions of designer ateliers, fashion presentations and other curated experiences.
What happened: Cult Gaia, the LA lifestyle brand known for its “it bags” and grip on the influencer community, has launched a new Web3 membership program in partnership with community rewards platform Try Your Best.
To celebrate the launch, 2,5000 collectibles were made available for the brand’s audience to purchase. The digital collectibles, which act as a pass, unlock exclusive access to content, challenges, events, and rewards.
The verdict: This latest move from Cult Gaia aligns well with the brand’s ambitions to solidify itself as a cult favorite in the wider fashion zeitgeist. It’s also one step closer to bringing mainstream consumers into the virtual realm; having a Web3-native program endorsed by their favorite content creators is likely to spur demand and elevate appeal.
The indie label joins several brands introducing Web3 membership communities to deepen their relationship with customers and increase consumer retention. But in an arena as nascent as Web3, whether these platforms work in the long-term is still yet to be determined.
