Gallery: Web3 uses in fashion and beauty

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Web3 is the third major evolution of the internet, expected to be as important to fashion, commerce and culture as e-commerce and social media. Fashion is an early adopter, diving in with digital product IDs, NFT collectibles, cryptocurrencies, token-gating, DAOs, POAPs and more. Here are a few present-fashion uses of Web3.

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  • Gabriela Hearst
    Photo: Gabriela Hearst
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    Digital identities for physical garments

    Physical garments can be assigned blockchain-based digital identities that store information about each garment for customers, resellers, new owners and recyclers. In February 2020, Gabriela Hearst partnered with software platform Eon to provide information including the materials used, country of origin, production process, carbon footprint and the narrative behind the design, activated through a QR code on the garment tag.

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    Photo: Jeremy Moeller/Getty Images
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    Provenance and authenticity

    Brands can assign blockchain-based identifiers to goods to validate their authenticity and provenance and track them during courier shipments. Prada is adding NFC (near-field communication) and RFID (radio frequency identification) microchips to all of its products, giving customers access to this information.

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    Photo: Breitling
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    Ongoing communications, even after resale

    Items with a digital passport are often accessed via a special app that enables the brand to send push notifications to the owner without knowing their name, location or contact information. If the product changes hands, the NFT can be transferred to the new owner, enabling the communication — whether it’s promotions or service requests — without needing the new owner’s information. Watch brands like Hublot and Breitling are two early adopters.

  • Image may contain Clothing Apparel Lara Stone Hood Cloak and Fashion
    Photo: Courtesy of Farfetch
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    Accepting cryptocurrency payments

    Farfetch, Off-White (part of Farfetch-owned New Guards Group), Gucci, Philipp Plein, Tag Heuer and Balenciaga are among the luxury brands to accept cryptocurrency payments. Farfetch accepts six cryptocurrencies in 37 countries online and is making this option available to its clients. Gucci is accepting more than 10 currencies in US stores. Due to fluctuations in value, most brands convert payments into fiat currency and process returns in equivalent local currencies.

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    Photo: Gucci
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    NFT collectibles

    The first major implementation of brand NFTs, starting in mid-2021, was digital collectibles. Brands can sell digital artwork in the form of images, videos or three-dimensional goods and connect the item to an NFT. Since then, strategies have evolved into partnerships that grant access to specific communities and eventually unlock access to physical goods and experiences. Gucci’s January 2022 partnership with Superplastic also granted physical ceramic figurines, invitations to a New York party and Superplastic’s store, and access to future drops.