Diesel, the iconic Italian fashion brand, is making waves in the digital realm by offering exclusive access to its Milan Fashion Week show through a unique NFT drop. This merger of fashion and technology is not unprecedented and shows once again that fashion brands are looking to create more engagement with their fanbase.
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Diesel’s new NFT drop
Diesel’s runway shows at Milan Fashion Week have always been the talk of the town. Remember the unforgettable backdrop of 200,000 co-branded Durex condoms from last season? This year, the brand doesn’t want to lag behind and will showcase yet another initiative.
Come September 20, when the Spring 2024 collection is unveiled, the runway will welcome up to 300 additional guests, all thanks to the magic of NFTs.
Diesel, the iconic Italian fashion brand, is making waves in the digital realm by offering exclusive access to its Milan Fashion Week show through a unique NFT drop.
Bridging the gap with the digital communities
Under the visionary leadership of creative director Glenn Martens, the brand has joined forces with the Web3 culture and music platform Public Pressure. Resulting from the partnership is Metamorph, a limited edition series of 300 digital collectibles available on both the Polkadot and Polygon networks.
The Metamorph NFTs offer holders the unparalleled experience of attending Diesel’s upcoming show, rubbing shoulders with the crème de la crème of the fashion world. The digital collectibles are inspired by one of Diesel’s watch models.
Holders will get privileged access to purchase one of the 300 limited edition Metamorph watches, masterfully designed by Martens, which will also feature a digital component.
And that’s not all. An exclusive soundtrack by the renowned Senjan Jansen, invitations to elite music events by Public Pressure, and a mesmerizing virtual experience crafted by media-tech artists Artificial Rome, set to launch on November 2, are all part of the package.
Each NFT comes with a $60 price tag
For those eager to be a part of this revolutionary fashion-tech crossover, the Metamorph collectibles, priced at a reasonable $60 each, will be up for grabs on Public Pressure’s marketplace. The allowlist sale kickstarted at 12pm ET on Tuesday, with the public sale following suit today.
To cater to diverse user preferences, the Italian brand has chosen to mint the NFTs on Polkadot and the Ethereum scaling network Polygon. This thoughtful strategy allows users to select their preferred ecosystem, enhancing their overall experience.
“Diesel aims to be at the forefront of the intersection between fashion and technology,” says Stefano Rosso of Diesel’s parent OTB Group. Public Pressure, with its vision to revolutionize the music industry using blockchain, makes for the perfect partner. Their ongoing collaboration with Diesel has already seen two successful drops earlier this year, both of which sold out in record time.
Diesel’s foray into the Web3 space began in spring 2022 with the launch of the NFT platform D:VERSE. This was soon followed by a collaboration with streetwear collective HAPE, which saw the release of a limited edition NFT collection, each accompanied by a tangible crossbody bag.
In a world where fashion and technology are increasingly intertwined, Diesel’s latest NFT drop is a shining example of how brands can innovate to offer unparalleled experiences to their community. The future of fashion is here, and it’s digital.