On Wednesday, Maison Margiela launched the public mint for its MetaTABI NFT. Its iconic split-toe boot was transformed into a digital product offering

Maison Margiela aims to drive loyalty with new phygital product launch

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2024-04-17 22:00:04

On Wednesday, Maison Margiela launched the public mint for its MetaTABI NFT. Its iconic split-toe boot was transformed into a digital product offering exclusive benefits for the brand’s luxury clientele. Sold on the digital fashion e-tailer The Fabricant, 1,500 NFTs are being offered for $616 each, while 15 are being offered for $8,400 each. Those making the larger investment receive a limited-edition, handmade pair of the brand’s Tabi boots. Members of the larger group get a custom leather wallet.

Also on Wednesday, Mmerch debuted a collection of phygital fashion products developed using generative AI in collaboration with illustrations by artist Gilbert Hernandez. Each of the 960 available NFTs corresponds to a unique hoodie, with variations in their sleeves, pocket, hood and edges. The phygital sets are selling for $460 each on the brand’s e-commerce site.

The ongoing trend of fashion brands rolling out digital and phygital products is being fueled by luxury consumers’ demand for unique experiences and other perks. Plus, the adoption of blockchain — which mints NFTs — is poised for acceleration. By 2026, products sold in the E.U. will be required to have digital product passports.