Rebecca Minkoff returns to the metavese with an NFT collection for the Crypto Fashion Week

WWith the start of the crypto fashion week, designer Rebecca Minkoff Make its debut for the second NFT collection of its brand. But this time, the looks are designed to exist strictly in the metavese.

“No physical clothing will coincide with this collection,” explains Minkoff, who recently sold its fashion brand to Sunrise Brands for $ 13 million at $ 19 millionas reported by wwd.

“Instead, we are fully focusing on digital and fantastic looks that always have the brand’s DNA.”

Minkoff unveils a piece from the new collection on the digital track during Crypto Fashion Weekwhich starts today. The full line will then be available via The dematerialized (DMAT), a market for NFTS fashion, where customers can see, buy and stylize their avatars. “We are delighted to take these clothes and ensure that they have more use than previous declines,” says Minkoff.

The 41 -year -old designer launched the company in 2005 with its co -founder and brother, Uri, who was previously CEO. During the sale in Sunrise, Uri assumed a role of main advisor focused on innovation and technology. Minkoff maintains his title as the leader of creation.

“There is no physics. Thus, the weight of a garment, like a dress encrusted with jewelry which would weigh hundreds of books in the real world could work in the metavese. »»

“Now we have the resources to invest in the NFT in a much more important way,” she said, of the acquisition of Sunrise. “Finally, I see a world where there is a division for this and something we can focus on, whether separate or internal drops”

Anyway, Minkoff expects that “the NFT will continue to be part of our brand history. Similar to the development of products through the bags and RTW, it will become an important part of the umbrella of the Rebecca Minkoff product. »»

The new nft line is inspired by the Greek philosophical concept of dunamiswhich refers to power and potential. The Dunamis collection includes four digital looks: Athena, Venus, Aphrodite and Persephone.

In addition to its theme as a Greek goddess, the line pays tribute to the company’s New York roots and the company’s CBGB-Gone-Chic aesthetics. Its Greek -meets -manhattanite looks – which include dresses, tops, funds and accessories – will have a price between $ 100 and $ 1,400. Buyers can buy NFT with Crypto and Fiat, DMAT does not require a buyer to have a crypto wallet so that NFT is accessible to everyone

The design of digital fashion is particularly released, Minkoff says: “Because there is no physics. Thus, the weight of a garment, like a dress encrusted with jewelry which would weigh hundreds of books in the real world could work in the metavese. When we had the opportunity to imagine, we said: “Why not be fun, it’s fantasy, there are no rules, let’s play and explore.” »»

Last fall, before sale at sunrise, Minkoff became a pioneer in the NFTS fashion world when she abandoned her first collection of digital clothing for New York Fashion Week.

The fall / winter collection has made its debut in Spring Studios, a central center for NYFW shows, with a series of streaming images shot by photographer Cass Bird. Each photo included a special QR code which led to an augmented reality experience for live auctions.

The first collection of digital NFT – which costs between $ 60 and $ 600 – was released in nine minutes. Minkoff refused to comment on total sales income. “We do not expect it, but he has proven that there was a greater appetite for luxury accessible in the metavese and it is a question of understanding this fine line between rarity and opportunity”, she says, “and give collectors a means of gaining value and reselling.”

Minkoff also thinks that NFTS “will transform the whole fashion industry in a way that we cannot imagine”.

“This will affect the inventory and cost of clothes,” she says. “And what will it do for supply problems and the physical values ​​of things?” For the buyer’s side, she envisages a world where an NFT dress can be used not only for her avatar, but also an instant disgust for Instagram photos.

The beginnings of Minkoff to CFW mean the continuous desire of the designer to engage with consumers of the Z generation. To continue these efforts, its second drop NFT will also be launched on Roblox, a Metaverse platform, and will organize an Esports event in High Heel Obby, an obstacle course on Roblox which attracts 10 million players each month.

By buying the NFTS via DMAT, each buyer will become members of the world of Rebecca Minkoff Metaverse, with access to an Esports event based on Roblox on March 25. For the ESPORTS on the high OBBY heel, NFT holders and Roblox players can compete to stylize Minkoff looks and win brand prizes.

As she pivots for the next generation via web3, Minkoff will soon return to her physical store strategy. “Brick and mortar is simply not an objective for this year, it is more an objective in 2023,” she says. “When we get into the brick and the mortar, we think carefully about what it looks like, but it will have a NFT loyalty component.” She also plans to return to New York Fashion Week this fall with a live show.

Minkoff does not intend to abandon its original Yeper Y clientele from generation Y, which she won over 16 years ago with her bag after the bag and I like New York Tee. “It is our work to educate the consumer who buys an NFT on our part and who may not know where to take it, while increasing this public already educated,” she says. “He gives them an exhibition in the metavese while bringing the rest of our consumers, he definitively rides two worlds at the same time and hoping to connect them.”

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