Diesel’s Milan Fashion Week shows are vibrant events guaranteed to capture the attention of the Gen-Z fanbase, with last season’s runway a mountain backdrop 200,000 co-branded Durex condoms. And when the Spring 2024 collection bows on September 20, there will be up to 300 additional guests – thanks NFTs.
The Italian label, led by creative director Glenn Martens, has teamed up with Web3 culture and music platform Public Pressure for Metamorph, a limited edition of 300 digital collectibles minted around the world. Dot And Polygon networks.
Of the several utilities mentioned, access to the upcoming Diesel show gets top billing, allowing holders to attend the upcoming runway and mingle among the typical ranks of buyers, editors, and influencers.
The countdown has begun⏳
In less than 30 hours you have the chance to mint your own METAMORPH NFT and join the phygital revolution 🚀
Don’t forget, holders of previous Diesel NFT collections will get priority access to the coin starting today at 6:00 PM CET 🔥
Let’s… pic.twitter.com/f7CnCPH9hZ
— Diesel (@DIESEL) September 12, 2023
The collectibles, which take their name from one of Diesel’s timepiece models, also provide access to the eligibility list for the purchase of one of the 300 limited edition Metamorph watches designed by Martens.
The Diesel NFTs also come with an exclusive soundtrack by composer and brand fashion show sound architect Senjan Jansen, access to music events hosted by Public Pressure, plus a virtual experience by media tech artists Artificial Rome starting November 2.
The collectibles, which cost $60 each, will be available through Public Pressure’s marketplace on Tuesday at noon ET for people on the eligibility list, with the public sale beginning at the same time on Wednesday.
The NFTs will be minted on both Polkadot and Ethereum-scale network Polygon, although it’s not clear why the brands opted for multiple networks or how that model works. Declutter asked Diesel for additional details but did not immediately receive a response.
“Diesel wants to be at the forefront of the intersection between fashion and technology,” said Stefano Rosso, board member of Diesel parent company OTB Group and CEO of OXB’s BVX division, in a statement. He added that the partnership will allow Diesel to “continue to push the boundaries of the ways fashion brands engage with their communities.”
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Public Pressure is an NFT music marketplace that promotes its artists using blockchain technology. The goal is to reform the music industry and give artists a fairer revenue share than they currently receive from streaming platforms.
This is the third release in an ongoing collaboration with Diesel, and according to CEO and founder Giulia Maresca, the first two drops sold out in a day when they were released earlier this year. “Both generated revenue that would have required artists to generate more than 11 million streams,” she said.
Diesel began its Web3 journey in spring 2022 with the launch of NFT platform D:VERSE, followed shortly after by an NFT collection in collaboration with streetwear collective HAPE. Each drop included a limited-edition physical crossbody bag.