Esteemed Parisian fashion house Maison Margiela is building a metaverse footprint with the launch of its MetaTABI NFT collection.
In partnership with The Fabricant, a leading digital fashion house, and supported by Brave Virtual Xperiences (BVX) and Aura Blockchain Consortium, Maison Margiela is introducing a token-gated product experience that blends the physical and digital worlds.
Scheduled for release in late March 2024, the MetaTABI collection features two exclusive editions: a super-limited series in white (15 units) accompanied by an exclusive and custom-made physical Tabi boot, as well as a limited edition in black (1500 units) accompanied by a custom-made leather wallet.
The digital collectibles offer a range of benefits across digital, physical, and mixed-reality platforms for their holders, reflecting an ongoing shift in how luxury brands engage with their community through web3 products and loyalty programs.
Stefano Rosso, Chairman of Maison Margiela and CEO of BVX, emphasized the importance of embracing digital innovation in the luxury sector.
“In a time where we are seeing technology being integrated more and more with the physical world, it is fundamental for the luxury industry to experiment and explore these digital realms,” he said. “At Maison Margiela, we believe that innovation is key to advancement in our industry, and it is an opportunity to further express the identity of our brand. Therefore, we are delighted to launch this new project, the very first web3 initiative of Maison Margiela which is also linked to a physical product.”
“In a time where we are seeing technology being integrated more and more with the physical world, it is fundamental for the luxury industry to experiment and explore these digital realms.”
STEFANO ROSSO, CHAIRMAN OF MAISON MARGIELA
The collaboration with The Fabricant underscores a mutual commitment to embracing digital fashion’s new frontier, aiming to extend the Maison’s creative expression into the metaverse and foster a deeper connection between the brand and its global community.
“With the MetaTABI, we’re introducing a revolutionary format for Maison Margiela’s iconic Tabi boot, blending tradition with innovation like never before,” said Kerry Murphy, Co-founder of The Fabricant. “Through this partnership, users can experience an immersive preview of the Tabi boot via Augmented Reality (AR), while the physical-backed token offers access to a new world of utilities and benefits. This collaboration redefines the fashion experience, marking a new era in fashion accessibility and creativity.”
The MetaTABI collection promises an array of utilities for its holders, from augmented reality (AR) previews of the Tabi boot to metaverse explorations and gaming integrations. Owners of the MetaTABI NFT will enjoy a new way of interacting with the Maison Margiela brand, experiencing the Tabi boot in immersive environments while also gaining priority access to future web3 initiatives by the Maison.
“Through this partnership, users can experience an immersive preview of the Tabi boot via Augmented Reality (AR), while the physical-backed token offers access to a new world of utilities and benefits.”
KERRY MURPHY, CO-FOUNDER OF THE FABRICANT
This digital drop will be facilitated on The Fabricant’s platform, utilizing a Multi Token Minter smart contract developed by Aura Blockchain Consortium, ensuring a secure and innovative minting experience. Prior to the public launch, select groups, including Maison Margiela VIC members, The Fabricant community, and subscribers to the pre-sale newsletter and Discord channels, will have the opportunity to mint the MetaTABI NFTs.
The announcement follows a series of high-profile partnerships and releases for The Fabricant over the past year, including its participation in NVIDIA’s Inception program, its DEEP collection collaboration with Bernard Foing, a former chief scientist at the European Space Agency, and its Primal Rave collection release.
Editor’s note: This article was written by a nft now staff member in collaboration with OpenAI’s GPT-4.
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