DressX forges NFT partnership with Crypto.com and launches with Farfetch
NFT first caused a stir with art, sports and entertainment. Today, fashion is launching into exclusive digital-centric works of art. The latest advancement of the tech-fashion union comes through a partnership between Crypto.com, a leading marketplace for the collection and exchange of non-fungible tokens or NFT and DRESSX, the preeminent platform for digital fashion have teamed up to ensure the purchase and trade the unique digitally wearable clothing files are a seamless transaction.
With these fashion NFTs, the union could mark the birth of digital Haute Couture. The partnership will establish a DRESSX NFT store at Crypto.com/NFT. The inaugural DRESSX virtual clothing collection features styles inspired by Elon Musk’s private aerospace maker, SpaceX, which will be available for a limited time starting August 29, 2021. Space tour at the Musk.)
Additionally, today’s launch will be digital fashion as part of Farfetch’s new pre-order platform. DRESSX digitized 20 pre-order looks for men and 20 for women from the latest collections from Off-White, Balenciaga, Palm Angels, Dolce & Gabbana, Khaite and Nanushka for launch. “Additionally, we created an editorial photo shoot and video featuring precise digital twins of physical designs and launched a digital influencer campaign featuring multiple luxury brands to promote the pre-order collection without any physical hardware,” unnecessary shipping or damage to the environment ”said Natalia Modenova, co-founder of DRESSX.
While Farfetch represents the digital wholesale partnership, the Crypto.com partnership is more of a digital store-in-shop where DRESSX can offer artwork or styles created in-house or by traditional fashion designers and collaborations. brands. When the NFT craze took off earlier in 2021, Crypto.com looked at how they could join forces and provide more opportunities to use or “wear” digital clothing. “We designed this format with a passion for providing new opportunities for AR fashion and NFT adoption, which had never been introduced before. The owner of the NFT can exclusively wear digital fashion items in DRESSX, ”explained Modenova.
Crypto.com NFT is another platform for newcomers that carefully curates the collection and exchange of non-fungible tokens created by creators, celebrities and brands including Formula 1 team Aston Martin, Beatport , BossLogic, Boy George, Diego Perrone, Lega Serie A, Lionel Richie, M. Brainwash and Snoop Dogg, among others. Established in March 2021, Crypto.com NFT is powered by Crypto.com – which serves over 10 million customers with the world’s fastest growing crypto app, Crypto.com Visa card, Exchange and wallet Challenge. According to Jeremy Lewis, Senior Director of NFT Acquisition of Crypto.com, DRESSX is the partner that shares synergies and brand ethics that focus on the intersection of NFT, sustainable fashion and technology.
“Founders Daria and Natalia are incredibly savvy entrepreneurs who understand the NFT space,” said Lewis. “DRESSX has built an inspiring platform with an admirable mission, and there is no better brand to introduce our users to the world of digital fashion. This is just the start of what will be a great partnership. exciting and fruitful with limitless possibilities. “
The styles presented by DRESSX are also inspired by designers of digital and physical space. “Digital native and mainstream designers are exploring the Metaverse with us,” said DRESSX co-founder Daria Shapovalova, citing Alexander McQueen’s nephew Gary James McQueen. “Her very first digital fashion collection was available for purchase direct from the digital runway only on dressx.com.
In addition, we have teamed up with French Haute Couture designer Clara Daguin to digitize the collection. Thanks to augmented reality in our newly launched app during Clara’s physical presentation at Paris Couture Fashion Week in July, guests could try out the unique pieces for themselves in real-time photos and videos via the DRESSX app. . ”
She also noted that brands are using the platform for marketing opportunities rather than digital design itself. For example, an American casual wear brand Lunya used the platform to execute a digital influencer marketing campaign, digitally dressing more than 50 influencers in the brand’s first-ever print collection.
Modenova added that they have also launched digital-only limited edition sneakers with physical shoes from the Buffalo London brand. The digital version was developed by digital fashion house The Manufacturer. DRESSX provided the unique opportunity to purchase it and wear it with the official Australian Fashion Week outfit. The outfit was co-created by famous Australian designer Tony Matichevski. For the collaboration with Crypto.com, the internal team created the first NFT collection under the DRESSX brand.
The duo maintain that digital fashion can compete with physical fashion for the same reasons – novelty, innovation and accessibility – creating the same desirability. “By launching NFT – naturally exclusive and limited in number of copies – we are providing additional uses for NFT collectors to wear their fashion looks in real-time photos and videos, anywhere on the DRESSX app. This way, when purchasing an NFT, the customer adds new works of art to their collection but opens up new possibilities for digital fashion stored right on their phone. Unlike physical tailoring, which is very limited in its use cases, digital fashion offers room for creativity and presents limitless possibilities for self-expression. Modenova asserted.
DRESSX was founded in July 2020 by Daria Shapovalova, Creative Director / Founder and CEO of Mercedes-Benz Kiev Fashion Days and More Dash, a wholesale buying and public relations agency. Natalia Modenova also co-founded More Dash and worked alongside Shapovalova during Mercedes-Benz Kiev Fashion Day. Their shared experience in the emerging fashion and tech industry in Ukraine through the Fashion Tech Summit helped pave the way for the idea that social media and other digital presences were ripe for fashion consumption without harming the ‘environment. In July 2021, they raised $ 2 million in a funding round.
Rather than paying for a physical garment, shoppers pay for digital content that can make it look like they’re physically wearing an outfit. With the idea’s launch in 2019, the platform took off during the pandemic as consumers engaged in digital spaces more than ever. The platform recently announced a partnership with the MOD4 digital fashion avatar game system, backed and supported by Luisaviaroma. Ideally, DRESSX satisfies this urge to present novelty in content without adding to the mountain of waste created by the fashion industry.
The partnership with Crypto.com for NFT essentially creates one-of-a-kind digital haute couture, which begs the question of how to replicate fashion weeks. Understandably, such an event would be digital only, which the pandemic helped fuel when in-person shows were mostly reserved for digital presentations. Shapovalova and Modenova saw this happen before Covid-19 upset a system in need of evolution. “It’s been a long time since fashion shows were first fueled and then replaced with social media activity and content. Therefore, it is only natural that the digital fashion drop that we are doing with Crypto.com starts with digital only fashion and digital only content. “