Haute Couture goes NFT: Digitalization at the Paris Fashion Week

Haute Couture goes NFT: Digitalization at the Paris Fashion Week

The latest Paris Fashion Week clearly marks the new digitized era for a high-end fashion industry’s trends toward blockchain and nonfungible tokens. For luxury brands, usual business and marketing practices work upside down. While other businesses aim to scale, optimize and become accessible — luxury brands are supposed to be a cold and beautiful dream, causing admiration and (rarely fulfilled) desires of ownership. Building a luxury brand takes generations of storytelling, and the skill of maintaining a fragile balance between making profits and remaining exclusive, one-of-a-kind....


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