NFTs have also attracted independent designer brands. Staffonly, a creative designer brand for men’s clothing in China, built an online auction platform for NFTs and released a series of virtual images for its latest men’s season.
“NFTs enable young people to participate more in the virtual world — it’s a good vehicle for artistic expression,” says co-founder Shi Mo.
Building a metaverse ecosystem
Chinese fashion brands are slowly dipping their toe in the metaverse, mainly by experimenting with NFTs. But global fashion brands in China are investing further in Web3. Louis Vuitton and Nike have built virtual worlds on platforms and in games as they look to establish their presence in the metaverse.
In the decentralised online fashion store released by The Fabricant Studio, consumers may design NFT clothing in their virtual world with digital fabrics, decorations and accessories as provided by designers, becoming co-founders with the designer for the unique piece of clothing, providing consumers sufficient space of freedom and interactions.
Exploring diverse gameplay and gradually forming a new pattern for the decentralised metaverse must be the direction for the future development of the fashion industry in China. Li-Ning’s cooperation with Bored Ape was well-received by young people and opened up a new IP authorisation model in China.
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The Web3 age
A new generation of multimedia digital designers in China such as Xiao Ling, 00 and Sun Yuxi (CheeseTalk) have made their mark in the Web3 and NFT spaces and are now in a position to work with fashion brands and fashion media, starting a new age of partnerships.
The digital fashion ecosystem in China has a unique positioning as the definition of ownership evolves and NFTs rise in popularity. According to Patrice Nordey, head of global strategy and operations at Fabernovel, NFT development in China will be viewed as a title of ownership for digital assets and intellectual properties.
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