Recently, the French luxury brand Louis Vuitton (Louis Vuitton) updated the "Louis: The Game" game, it is reported that before August 4, players will have the opportunity to participate in the lottery and get 10 new tokens after passing the new level of the game. The tokens will present different shapes of the Louis Vuitton mascot Vivienne – walking, running or flying on the cosmic stage. Users can take it to other platforms or use it as a social network avatar.
Vivienne is an anthropomorphic virtual portrait of the Louis Vuitton logo. This is the first time louis vuitton has released a digital collection pixel style avatar. With the metaverse boom, digital collections and digital assets have become one of the identities that showcase personal interests, community relationships, and cultural relevance.
On April 1 this year, Jay Chou said on social media that the boring ape BAYC #3738 he had previously received was stolen by a phishing website, and he thought it was an April Fool's Day joke, but he did not expect to check it and found that it was really gone. The multimillion-dollar monkey comes from the Bored Ape Yacht Club (BAYC), the Boring Ape Yacht Club.
BAYC Boring Ape is a digital collection of 10,000 apes, and its works are created in the form of first making materials, and then randomly combining them through programming, including hats, eyes, looks, clothing, backgrounds and other rare attributes, the essence of which is a virtual number number.
In the past two years, the search attention of digital collections and the new areas involved have exploded. Whether it is a luxury brand that grasps the right to speak on the trend, or a fast fashion brand for young users, everyone wants to use digital collections to quickly join the "virtual and reality" changes under the metaverse.
China's Li Ning tried to materialize the digital collection. The brand recently invited the BAYC family's Boring Ape #4102 to become the owner of the pop-up store and printed the boring ape on clothes, and the series is currently priced at 399 yuan in the shirt.
On April 23, Nike released its nike Cryptokicks launched its first digital collection sneaker "RTFKT x Nike Dunk Genesis CryptoKicks". The brand said this marked Nike's official efforts into the metacosm.
Children's clothing brand Barabala also said a few days ago that this year will open the meta-universe plan, and the future will also try digital collections... For a time, fashion brands have increased the number of digital collection tracks.
At present, virtual technology can make product marketing and consumer communication more flexible and changeable, but most consumers decide to buy fashion items, the first consideration is still quality, including the material and process of the product, brand culture connotation and public identity. Therefore, many people in the industry, especially high-end brands, are still cautious and conservative in embracing virtual digital fashion and meta-universe.
At last week's shareholder meeting, Hermès CEO Axel Dumas said when asked about the recently popular meta-universe that Aisma is in a wait-and-see stage, seeing it as a tool to communicate with young consumers, but is not in a hurry to enter the virtual world, "we will still spend 15 hours making each handbag".
Even with the positive attitude, ATR BERNARD Arnault, CEO of LVMH, said at the beginning of this year that it is necessary to be wary of the meta-universe bubble, stressing that virtual shoes will not be sold, "selling virtual sneakers for 10 euros, we are not interested in this." ”