Prada is one of the leading luxury brands in Web3
Web3, the latest iteration of the internet is developing rapidly and more brands are getting in on the action.
Prada is becoming one of the leading luxury brands in Web3 and I’ve been following them as they enter this new and innovative space. The brand is pursuing a number of projects and fully embracing this cultural shift.
Relevant, tech-forward, and amazingly well-executed, these creative initiatives are worth knowing about. Here are the best from the brand in the last couple of years.
#1 Adidas x Prada
First, it’s Adidas for Prada re-source.
This is a Re-source re-nylon collection designed especially for the Metaverse. This inventive and first-of-its-kind project is a user-generated and open-Metaverse NFT collaboration with digital artist Zach Lieberman. For this project, 3,000 pieces of artwork will be minted as NFTs and then combined as tiles to create a single mass-patchwork NFT. Participation in the project is free and proceeds are donated to charitable causes.
#2 Prada Cryptd
The next initiative, Prada Cryptd is a time capsule that first launched in December 2019. Now it has entered a new phase and is expanding its creative presence within the Metaverse. This project involves a monthly release of NFT drops. The collection comprises 50 limited edition items that each have a distinct serial number concealed within the item’s custom wrapping.
#3 Prada Metaverse Fashion Show
Tying in perfectly for a luxury fashion brand, Prada created a Metaverse fashion show for its fall 2022 collection in Beijing. Working with Baidu’s XiRang, Prada created an interactive live stream of the runway. This was carried out in “Meta Ziwu”, a virtual space that’s part of XiRang, Baidu’s Metaverse social app. The show was open to a worldwide audience, transporting users directly to the live show.
#4 Aura Blockchain Consortium
Finally, Prada is part of Aura Blockchain Consortium, a recently established blockchain association specifically for luxury brands. It was created in 2021 by a collective of globally acclaimed leading luxury brands. This initiative promotes the use of a single global blockchain open to all luxury brands around the world. The purpose is to give consumers greater transparency and traceability for luxury goods, thereby raising standards even higher.
More organisations and brands are starting to look at how new technologies can work for them and their communities.
The new space offers unique ways to experiment, creatively collaborate and get deeper product exploration.
When it comes to the luxury brands, Prada is really leading the way with its forward-thinking approach and openness towards embracing Web3.