Future+ Fridays | Issue23

1. Launch of the Digital Fashion Designers Council 

What's happening: Last Tuesday, founded by Future+ Ambassador David Cash, the Digital Fashion Designer's Council (DFDC) was launched, aiming to bridge the gap between digital and physical fashion through phygital experiences and creating a platform for discussion.

TLDR:

• The council was launched with the mission to integrate digital fashion into traditional fashion, making phygital experiences thrive as David said “We see a ton of power in bridging the digital context that consumers are spending their time in, with the physical world of brands and the physical fashion system”.

• It aims to address the challenge of interoperability in digital fashion across platforms by using the Reality Spectrum Matrix (RSM) - developed with Plurality. This tool enables seamless virtual fashion experiences across various platforms, including augmented reality and social media.

• Beginning in September, DFDC will have an event series featuring a digital fashion film festival in collaboration with ShowStudio and Nick Knight, a VIP reception in Los Angeles hosted by Red DAO, and showcases during major fashion events in Paris, London, Singapore, and other locations.

• As a proof of concept, DFDC’s will showcase renowned brands like Diesel, Balenciaga, and Dolce & Gabbana, featuring phygital fashion those events worldwide.

• The board of members includes notable figures of the space such as Megan Kaspar (managing director at FirstLight and founding member of Red DAO), Marjorie Hernandez (Co-founder of The Dematerialised and founder of Lukso), Ashumi Sanghvi (Future+ and Mad Global Founder), Daria Shapovalova and Natalia Modenova (co-founders of DressX), Bettina Von Schlippe (Vogue Singapore publisher), Antoni Tudisco (3D and digital fashion artist) to name a few.

• To support the idea, Kaspar said “what David is doing with DFDC and the RSM tool really will usher in a much easier way for these brands to integrate these tools and aspects that allow them to strengthen their relationship with the consumer long term.”

• The DFDC is also introducing a loyalty program that rewards consumers and enhances brand loyalty through a gamified system.

• Additionally, they are developing an API/plugin to facilitate broader integration of virtual fashion across various media.

Why it matters: The DFDC's initiatives represent a significant step toward embracing digital innovation in the fashion industry. By establishing standards and promoting interoperability, the council aims to create a seamless integration of digital and physical fashion experiences. This not only enhances consumer engagement but also provides brands with new opportunities for creative expression and interaction. As the fashion industry continues to evolve, the DFDC's efforts could play a crucial role in shaping the future of fashion, where the lines between digital and physical worlds become increasingly blurred.

2. Cult Gaia launches ‘The Cult’ Web3 community

What's happening: Cult Gaia, an LA-based lifestyle brand known for its trendy bags and influencer community, has launched ‘The Cult’ a Web3 Membership program in partnership with Try Your Best (TYB), a community rewards platform for brands and fans to connect and grow together.

TLDR:

• Cult Gaia introduced a Web3 membership program gifting 2,500 coins to celebrate the launch.

• Members can earn coins by completing challenges like surveys and through content creation.

• Coins can be redeemed for perks on the Try Your Best platform, including access to exclusive content, events, promotions, members-only chats, and rewards.

• The initiative aims to deepen customer engagement and loyalty.

• The community has already attracted over 1,400+ members.

Why it matters: Cult Gaia's Web3 membership program integrates fashion with digital technology, offering exclusive access and rewards to deepen customer loyalty. This initiative places the brand at the forefront of digital innovation in retail, reflecting a broader trend among independent labels using Web3 technologies to create more interactive and engaging consumer experiences.

3. Christie’s Art+Tech Summit: the future of AI and culture

What’s happening: Christie’s hosted its 8th Art+Tech Summit at its Rockefeller Center Galleries in New York, bringing key figures from the arts, technology, and luxury sectors to discuss contemporary issues at these intersections.

TLDR:

• The summit covered four main trends: AI in Real Life, Art and its Market, Thoughtful Luxury, and New Paradigms in Technology.

• Over 300 attendees engaged with 65 speakers through 24 sessions, including notable figures like Steve Wozniak and artists like Beeple and Refik Anadol.

• The summit underscored how AI can augment human creativity, with artists like Refik Anadol questioning the implications of human-technology convergence. This is a crucial conversation because it challenges traditional notions of creativity and raises questions about authorship and authenticity in art.

• Discussions around "thoughtful luxury" emphasised the need for more socially and environmentally conscious approaches. AI's role in predicting production needs and minimising waste highlights a shift towards more responsible consumption. This is particularly significant in an era where consumer values are increasingly aligned with sustainability.

• The increasing influence of digital technologies in the art market was a key focus and how to bridge the gap between traditional and digital art markets. From digitised sales processes to digital art forms, the summit showcased how these innovations are expanding the reach and accessibility of art.

• Beeple’s discussion on the impact of digital formats, such as his HUMAN ONE exhibition, reflects a broader trend towards breaking down traditional barriers in the art world.

• The emphasis on community in digital art spaces and the idea that technology can enhance the overall experience rather than just the product itself are pivotal. This shift from a product-centric to an experience-centric model is transforming how art and luxury goods are perceived and consumed.

• The summit critically examined the integration of digital and traditional art markets and the increasing importance of community in the digital art space.

Why it matters: These discussions have real-world implications, as AI and digital technologies continue to have an impact, they will increasingly influence how we create, consume, and value art and luxury. The summit at Christie’s serves as a barometer for these shifts, providing insights into the future trajectory of the industry. Understanding these changes is essential for artists, technologists, consumers, and businesses alike. The Art+Tech Summit highlighted the nature of these advancements—offering both opportunities and challenges at the same time.

4.LVMH and SpaceX: a collaboration on the horizon?

What's happening: In a high-profile event ahead of the Olympics opening ceremony, French President Emmanuel Macron hosted some of the world's most influential business leaders at the Élysée Palace. Among the attendees were Elon Musk, CEO of Tesla and SpaceX, and Bernard Arnault, chairman of luxury conglomerate LVMH. An unexpected dialogue emerged between Musk and Arnault, hinting at a potential groundbreaking collaboration.

TLDR:

• The meeting brought together top business leaders to discuss the intersections of sports, business, and politics.

• During the event, Bernard Arnault hinted at a potential collaboration between LVMH and SpaceX, suggesting, "Maybe we'll see a Louis Vuitton rocket, a collaboration between SpaceX and Louis Vuitton. We have to think about it." Elon Musk did not dismiss the idea, leaving the possibility open.

• Such a partnership could merge luxury goods with aerospace technology, potentially introducing innovative products and redefining industry standards.

Why it matters: A potential partnership between LVMH and SpaceX would be a groundbreaking cross-industry collaboration. This unusual alliance could result in unique products that blend luxury and advanced technology, potentially setting new trends and standards. While it remains speculative, the possibility sparks curiosity about how such a collaboration could impact both industries. Let’s see what comes next.

5. Marc Jacobs showcasing Nara Smith: The new era of influencer marketing

@marcjacobs

The Tote Bag, made from scratch by @Nara Smith

What's happening: Everyone has either seen or heard of her—Nara Smith, a TikTok influencer famous for her creative videos making items from scratch. Recently, she collaborated with Marc Jacobs in a new campaign, further boosting her rising popularity. This collaboration has sparked discussions, receiving backlash and particularly for her association with the 'trad wife' trend, similar to influencers like Hannah Neeleman of Ballerina Farm. This highlights a shift in the use of influencers and how messages are communicated to audiences.

TLDR:

• Nara Smith 'crafted' a Marc Jacobs red tote bag in a video, amassing over 14 million views and generating $966K in media impact value within the first 48 hours.

• In only eight months, Smith's TikTok followers have surged by 700%, and her Instagram following has increased by 670%, showcasing her rapid rise in popularity and influence.

• Smith's collaboration with MAC Cosmetics generated media impact value 130 times higher than the average influencer post, highlighting her ability to elevate brand visibility.

• Smith's content, characterised by high-fashion aesthetics and nostalgic themes, appeals to a wide audience. She maintains a neutral stance on controversial issues, embodying the 'empty billboard' trend where influencers avoid sharing personal opinions, focusing instead on visual storytelling.

• Both Smith and Hannah Neeleman, Ballerina Farm, have been linked to the 'trad wife' movement, which emphasises traditional gender roles. This association has sparked debates, particularly due to their connections with the Mormon church, raising concerns about promoting conservative, potentially oppressive values and which can impact the brand.

Why it matters: Nara Smith and Hannah Neeleman have brought the 'trad wife' discussion into mainstream culture, raising questions about traditional gender roles and conservative values. This trend, where influencers idealise homemaking and motherhood, has sparked both admiration and criticism. The controversy shows the impact influencers have on shaping societal norms as well the potential risks for brands associated with these messages.