The big news from Web3 luxury this week: Mugler has entered the metaverse, partnering with acclaimed artist Marc Tudisco for its debut campaign. But despite joining forces with one of the virtual art scene's most renowned personalities, some aren’t convinced. It will be interesting to see whether Mugler has already missed the mark with its first metaverse foray.
As for the Chinaverse, L’Oréal is working hard to put its stamp on the mainland's digital market. Its latest metaverse campaign merges the current trend of AI to create a personalized feature for consumers.
Finally, Puma is back in the Web3 spotlight after announcing the launch of its new #SuperPUMA collection. The project is gearing up to be a landmark campaign for the brand and its metaverse game plan, thanks to Puma’s decision to onboard some of the industry’s most prolific and popular creatives as collaborators. The project is yet to officially drop, but we’re excited to see how it unfolds.
Is Mugler's Digital Collectibles Drop Gearing Up To Be Another Cautionary Tale For Luxury And Web3?#
What happened
French fashion giant Mugler has teamed up with digital 3D artist Marc Tudisco — best known for collaborating with Apple and Nike — to release a “transformative metaverse experience.” The project brings to life a series of virtual collectibles inspired by the Mugler Angel talisman, which has been designed to be an “inclusive, yet otherworldly range” of tokens.
The 300 collectibles have already sold out on OpenSea since they dropped on February 7. Following their launch, Mugler posted the following on its official Twitter profile: “As soon as you get an Angel's digital art collectible in your wallet, you will be able to claim your utility from Feb20: a fascinating, premium metal print of your exclusive Angel.”
The verdict
Despite selling out in minutes, Mugler's collectibles drop is as elusive as they come. Audiences are already questioning what the house means by its “premium metal” print, and what further utility the drop will provide to its holders. Mugler’s response to these queries is ambiguous.
@SlicktorNewman penned on Twitter: “Much of the community is asking for a Discord. This should've been in place a long time ago. I originally believed this project had a lot going for it and hopefully it still does but no engagement from the team and no way for holders to engage with each other is a very bad start.”
A lack of communication and evasive responses have caused huge pain points for brands entering the metaverse. The rising normalization of virtual assets in luxury means labels can no longer get away with slapdash collections that leave a lot to be desired. Can Mugler bounce back and save its community — and Web3 roadmap — in time?
L'Oréal Gets Hearts Racing With 'Love In Red' Valentines Day Themed Virtual Pop-Up In Tmall#
What happened
For this year’s Valentine’s Day, beauty conglomerate L’Oréal launched its very own interactive space in the metaverse dedicated to the holiday. The “Love In Red” campaign was accessible via Tmall, allowing consumers to make their purchases in the digitally-rendered world. The project also tapped the power of AI in its marketing. Customers could use the brand’s tailored giftbox recommendation function to customize their gifts for loved ones.
The verdict
China’s interest in AI is spiking, and businesses across the mainland are taking note. L’Oréal’s approach to the country’s latest buzzy technology highlights how it can level up the consumer shopping experience, taking it from a generic, money-spending process to a unique and intimate one. The brand is taking steps to differentiating itself from the industry crowd. Marrying metaverse technology with AI will undoubtedly help the brand maintain its relevance and drive up consumer interest.
Puma Celebrates 75th Birthday By Tapping Its Metaverse Creator Community In 10,000 PFP Collection#
What happened
Puma is celebrating its 75th birthday by launching a 10,000 piece collection of PFPs (profile pictures). The #SuperPUMA drop is a digital interpretation of the brand’s cartoon mascot, also called Super PUMA, who featured in a comic book the sportswear giant released in the 1970s, and will celebrate some of the greatest sporting moments throughout Puma’s history.
To expand on its community building efforts, the project is placing a huge focus on fan engagement. The label has also appointed a number of Web3 artists and creators to help design a selection of rare one-of-one’s for the #SuperPUMA collection.
The verdict
Response to the project has been positive, with existing Puma community members expressing their excitement for the upcoming drop. Over the course of February, the brand will be utilizing its @Puma.eth Twitter profile to drop teasers and sneak peeks at PFPs that will be part of the series — a move that is keeping energy and interest in the campaign at an all-time high.
Puma has already demonstrated its commitment to integrating Web3 projects into its long-term strategy. The brand is one of a select number of mainstream fashion labels that seems to be fully embracing the digital landscape and utilizing it to drive innovative storytelling. And despite being up against major competitors in the space, such as Nike and Adidas (which both have a strong Web3 presence), Web3 natives are impressed.