Last season, Diesel wowed Milan Fashion Week attendees with 200,000 co-branded Diesel x Durex condoms adorning the runway. This fall, the Italian label has a new tactic to grab attention.
Diesel has teamed up with Web3 music and culture platform Public Pressure for Metamorph, which distorts the boundaries between the digital and physical worlds to create a “phygital” experience.
“Diesel wants to be at the forefront of the intersection of fashion and technology,” said Stefano Rosso, CEO of BVX and board member of Diesel’s parent company, OTB Group. “Our partnership with Public Pressure allows us to continue to push the boundaries of how fashion brands interact with their communities.”
Metamorph includes a limited edition of 300 digital collectibles (NFTs) minted on the Polkadot and Ethereum scaling network Polygon, two popular blockchain technology ecosystems. Priced at $60 each, the collectibles are available now through Public Pressure’s marketplace.
The NFT grants access to Diesel’s fashion show on September 20th in Milan. It also includes whitelist access to one of 300 limited edition Metamorph watches designed by Diesel creative director Glenn Martens. NFT owners can access an exclusive soundtrack by music composer and Diesel fashion show sound designer Senjan Jansen, as well as URL music events organized by Public Pressure and enjoy the privileges of the “House of Diesel” community.
“This is our third ‘Discovery Drop’ with Diesel; the first two sold out in less than a day,” said Giulia Maresca, CEO and founder of Public Pressure. “Both generated revenue that would have required artists over 11 million streams to generate. We co-developed Metamoprh with Diesel, bringing together exclusive utilities that meet at the intersection of music, fashion and technology.”
“We’re excited to see forward-thinking brands partner with Web3 innovators like Public Pressure and expand the utility of collectibles to bring even more value and rich experiences to their communities,” said Peter Ruchatz, CMO of Parity Technologies, a Polkadot contributor. said. “Metamorph is an exciting and welcome addition to the project community on Polkadot, offering new revenue models for artists and further cultivating brand enthusiasm and loyalty.”
Diesel first entered the Web3 world last May with the launch of the NFT platform D:VERSE, a collection of NFT versions of runway outfits that launched with pieces from the brand’s Fall/Winter 2022 runway show . The company also launched an NFT collection in December in collaboration with streetwear brand and blockchain startup Hape.
“Innovation is not just about creating something new. It’s about setting standards that others want to achieve,” said Philipp Weiling, director of business development EMEA at Polygon Labs. “The Metamorph experience does just that for Web3, bringing the physical and digital worlds together. Our mix of blockchain and creativity at Polygon Labs supports these creative changes.”
https://sourcingjournal.com/denim/denim-brands/diesel-milan-runway-show-nft-metaverse-web3-polygon-polkadot-metamorph-455663/ Diesel is giving away tickets to the Milan fashion show in the latest NFT drop – Sourcing Journal