Future+ Fridays | Issue11

AI deepfakes take over the MET Gala, upcoming events we will be at, AI meets sports, an exciting fashion vintage collaboration and more.

Hello and welcome back to Future+ Fridays.

In this week's issue, big news in the tech world, with OpenAI and ChatGPT making big waves!

Reminder that our Insights report is live, in partnership with Luxurynsight from our inaugural Codes of Culture summit, read here.

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📖 In this week’s issue

👩‍💻 Also on our radar, in case you missed it

  1. Empowering the beauty industry with AI and AR Tools

  2. Unpacking luxury’s evolution after Jing Daily Luxury Summit

  3. Inside Diptyque immersive store

  4. How Rimowa, Puma are blending human craft with Web3 tech

  5. Mixed-reality marketing: how AR can help future-proof brands

  6. You can now try-on Valentino latest bag with AR

  7. Future-proofing brands through AR and mixed-reality marketing

  8. Multicoin capital leads $5 million investment round for Baxus, a Web3 marketplace for wine and spirits

  9. SYKY digital fashion collaboration with Audrey Nuna

  10. Web3 and virtual retail: decentralised solutions for the future of e-commerce

📅 Upcoming events on our calendar this month -

  1. We will be at Photo London for VIP preview on the 15th May - Claim your VIP access now

  2. We will in Paris for Vivatech from 22-24th May, and will co-host a Luxury x Innovation rendezvous in partnership with Limitless Luxury and The Sandbox on the 23rd May. Spaces are limited, RSVP for access here. Future+ members/ partners will have priority.

  3. We will be curating the fashion track at NFC Lisbon on the 28th May with speakers from Lanvin Group, MF Brands, BNV, Outlier Ventures, DressX and more. Reply to this email for access.

📲 Are you a brand or PR team that has news to share? Fill this form here to be featured to over 2000+ marketers, execs and innovation teams across fashion, luxury, beauty, retail and emerging technologies.

🔎 Deeper Insights

1- The Met Gala, AI intrusions, and the future of fashion


  • The Met Gala coincided with the opening of the "Sleeping Beauties: Reawakening Fashion" integrating technology to enhance visitor interaction with historical garments.

  • The exhibition featured high-definition projections and AI-enhanced animations, showcasing a blend of traditional craftsmanship and modern digital art.

  • For the Met Gala, unexpected viral deepfake images of celebrities like Katy Perry and Rihanna at the Met Gala highlighted the growing influence and risk of AI in media.

The Met Gala, often known as fashion's biggest night, also coincides with the opening of the Costume Institute’s latest exhibition, "Sleeping Beauties: Reawakening Fashion." This year's innovative exhibit aims to breathe life into historical garments through sensory experiences, encouraging visitors to interact with fashion in unprecedented ways. The exhibition not only celebrates avant-garde fashion but also marks an era of technological integration, with high-definition projections and AI-enhanced animations.

‘Sleeping Beauties: Reawakening Fashion’ gallery view: ‘The Red Rose’
(Image credit: Courtesy of The Metropolitan Museum of Art New York)

The fashion night also witnessed a modern twist on celebrity culture with the unexpected surge of AI-generated images of celebrities like Katy Perry and Rihanna, who were depicted attending the gala in extravagant outfits, despite not being present. These deepfake images, which received millions of views and significant social media interaction, sparked debates about the implications of AI technology in the media. Although flagged as fakes, the convincing nature of these images highlighted the challenges of the digital age, where misinformation can spread as fast as legitimate news. 

​​Why it matters: The integration of AI in fashion exhibitions and the proliferation of deepfake images on social media highlight the dual-edged nature of technological advancements. This blend of art and technology not only enhances the way we interact with cultural artefacts but also raises crucial questions about the reliability of digital content and serves as a reminder of the pervasive impact of AI on our perception of reality, urging a cautious approach to the consumption of digital content.

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  • Sophia Amoruso (founder of Nasty Gal) partnered with Mntge for a vintage capsule collection.

  • The capsule collection features 40 NFC-chipped items, including T-shirts from iconic bands like The Ramones, Metallica, and The Rolling Stones.

  • Each piece includes an NFC chip detailing its history and provenance.

  • Mntge is specialised in blending vintage apparel with modern technology.

Sophia Amoruso, founder of Nasty Gal, has long been a lover of vintage T-shirts, drawing inspiration from rock bands such as AC/DC and Led Zeppelin. Her passion has led to an exciting collaboration with Mntge, a hybrid digital and real-world vintage clothing brand that incorporates Web3 technology. They launched this week a 40-piece capsule collection featuring NFC-chipped vintage rock and metal T’s curated by Amoruso herself. This collection highlights iconic bands like The Ramones and The Rolling Stones, with items priced between $60 and $400, showcasing garments from the 1980s and 1990s. The partnership between Amoruso and Mntge was forged through a meticulous selection, with both parties handpicking each piece from vintage places in Los Angeles.

Mntge, co-founded by Nick Adler, Sean Wotherspoon, and Brennan Russo, is a forward-thinking company that merchandises vintage apparel online with a unique twist. Each piece in their collection comes with an NFC chip that stores detailed information about the garment’s history, construction, and provenance, ensuring authenticity and providing a rich narrative for each item. This approach enhances its value to collectors and fashion enthusiasts alike.

It is worth mentioning, Mntge's previous collaboration with Wrangler that showcased NFC-chipped vintage denim. The project extended the concept of blending heritage with technology by embedding NFC chips in denim jackets and shirts sourced from the 1970s to the 1990s. The chips provide counterfeit-proof authentication and permanently record the garment’s details on a digital ledger, enhancing both the collector's experience and the narrative richness of vintage clothing.

Courtesy of Mntge

Why It Matters: The partnership between Sophia Amoruso and Mntge, alongside their previous venture with Wrangler, signifies more than just business developments; it represents a cultural bridge connecting the vintage spirit with the cutting-edge technology of today. By integrating NFC technology into vintage clothing, we are setting a new standard for authenticity and engagement in the fashion world for old and new garments.

3- CFDA and AI platform Raive collaboration safeguard designers from AI while providing guidance


  • The CFDA has partnered with AI startup Raive to protect designers' intellectual property and promote innovation.

  • This initiative addresses concerns about the unauthorised use of designers' work and aims to enhance their ability to create with AI tools.

  • The partnership is part of CFDA's efforts to help its members adapt to and thrive with emerging technologies.

  • Raive is developing AI models specifically for the fashion industry, giving designers access to new insights and tools.

The CFDA (Council of Fashion Designers of America) has taken a significant step towards safeguarding its designers' intellectual property and fostering innovation by partnering with the AI startup, Raive, whose founders were behind DALL-E2, co-creators of OpenAI Five, and on 3 occasions created the largest AI system in the world. With over 400 members, the CFDA aims to empower designers to navigate the new technology especially complexities of AI through education and pilot programs offered by Raive. This collaboration not only aims at equipping designers with the tools to create compelling visuals and text but also addresses concerns about unauthorised use of their work in the digital age. 

CEO of CFDA, Steven Kolb, emphasises the importance of embracing AI as a mean to expand creative boundaries and streamline design processes. In an era where concerns about IP and the future of creativity happen to be questioned, understanding and leveraging AI can be transformative for traditional designers. By providing guidance on responsible AI usage and offering strategies to harness its potential, the CFDA and Raive are paving the way for a more sustainable and innovative fashion industry. 

This partnership underscores the CFDA's commitment to supporting its members' growth and adaptation to emerging technologies. As Raive continues to develop AI models tailored to the fashion industry, designers gain valuable insights and resources to stay ahead in a rapidly evolving landscape. 

Why it matters: Through its collaboration with Raive, the CFDA, a venerable institution in the fashion world, is not only enabling its members to leverage AI's capabilities but also tackling issues surrounding intellectual property rights head-on. This partnership shows the importance for traditional brands to embrace and integrate new technologies into their practices, ensuring their relevance and competitiveness in an evolving industry.

🔮 Are you a journalist, trend forecaster or futurist with a unique perspective on the intersection of creative, culture and technology? Apply to become a Future+ Contributor today.

4- AI meets sports fashion: Puma and Reebok's new digital campaigns


  • Puma and Complex have launched A.I. Digital Trading Cards as part of the "FOREVER. FASTER." campaign to allow users to visualise themselves at their peak using AI-generated imagery.

  • Reebok and Futureverse introduced "Reebok Impact," a custom AI fashion experience on Instagram, letting users create AI-infused digital sneakers.

Puma's latest collaboration with Complex introduces an exciting evolution in digital engagement through their A.I. Digital Trading Cards initiative. This move is part of Puma's "FOREVER. FASTER." campaign, reimagining sports culture with a fresh, dynamic approach. By partnering with Complex and leveraging AI technology, Puma offers sports enthusiasts a unique opportunity to see themselves at their peak performance through personalised digital trading cards. Participants upload a photo of themselves, answer specific questions, which then allows the AI to generate a trading card that reflects their "best self." This innovative use of AI not only enhances user interaction but also aligns with Puma’s objective to redefine the sports landscape by combining speed, technology, and personalisation.

Courtesy of PUMA/Complex

Reebok's launch of the "Reebok Impact" through a partnership with Futureverse marks another significant step in integrating AI with fashion and sports culture. It allows users to create custom, AI-infused digital sneakers via an Instagram-based platform. By sending a photo through Instagram DMs, users engage with Futureverse's AI in a real-time chat, where they can choose from iconic sneaker models and customise them using AI-generated art. The final product immortalises personal memories in the sneaker’s design, including storing the original photo in the sole. This service, which supports up to four free digital sneaker creations, caters to the growing popularity of digital avatars and virtual environments, indicating a strategic move by Reebok to bridge the gap between digital and physical world effectively.

Courtesy of Reebok/Futureverse

Why It Matters: By integrating AI technology, these sport brands not only offer personalised experiences that resonate with tech-savvy consumers but also position themselves at the forefront of innovation in a rapidly evolving digital landscape. Such campaigns are crucial for engaging with a younger, digitally native audience, driving brand loyalty, and setting new trends in the fusion of technology, fashion, and sport.

5- Snapchat's AR Innovation Unveiled at 2023 IAB NewFronts


  • Snapchat unveiled new AR and machine learning tools at the IAB NewFronts, enhancing their advertising formats across the platform.

  • Advertisers can now incorporate AR lenses and filters into all Snapchat ad formats, increasing engagement and spotlighting products creatively.

  • Investments in machine learning and automation have streamlined the creation of AR 'try-on' experiences, converting 2D product visuals into interactive ads efficiently.

At the recent 2023 IAB NewFronts, Snapchat presented an array of advanced AR and machine learning tools designed to transform digital advertising. Recognised as the world's largest digital content marketplace, the IAB NewFronts offers a pivotal platform for industry leaders to showcase and explore cutting-edge solutions in video and digital content. Snapchat’s introduction of enhanced AR capabilities marks a significant step in digital advertising, allowing for deeper, more engaging consumer interactions.

The latest updates from Snapchat include a groundbreaking AR extension that integrates AR lenses and filters across all ad formats, such as Snap Ads, Dynamic Product Ads, Commercials, and Spotlight Ads. This development not only enhances visual engagement but also significantly boosts the potential for advertisers to highlight their products creatively. The integration of AR into advertisements is expected to revolutionise brand exposure on the platform, giving companies a powerful tool to captivate and maintain consumer interest.

Further enhancements include the accelerated creation of AR assets, facilitated by recent investments in machine learning and automation. These advancements streamline the conversion of 2D product catalogs into immersive 'try-on' experiences, dramatically enhancing the shopping experience. Additionally, Snapchat's Machine Learning Face Effects utilise generative AI technology, enabling brands to produce customised, realistic AR ads that enhance the selfie experience for users. These features underscore Snapchat’s commitment to innovation, offering brands novel ways to interact with a vast audience daily.

Why It Matters: Snapchat's new AR tools are pivotal for brands aiming to leverage digital platforms for advertising. By enabling advertisers to utilise AR seamlessly across various ad formats, Snapchat is not just enhancing the visual appeal of ads but also setting a new standard for interactive advertising. The ease of creating engaging AR experiences allows brands to transform how they connect with consumers, making ads more than just a pitch but a compelling part of the consumer’s digital experience.

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