Future+ Fridays | Issue28

1. NARS continues its digital experiences, launching a virtual experience on its website

What's happening: To celebrate its 30th anniversary, NARS launched "Maison Explicit," a virtual, immersive experience combining storytelling, gaming, and commerce across 12 global markets.

TLDR:

• NARS introduces Maison Explicit virtual experience accessible from its website in 12 markets, blending gaming, storytelling, and shopping.

• It is launched ahead of an upcoming real-life event held in Paris on September 14-15, linking to the virtual world via QR codes on-site.

• Maison Explicit was promoted on social media, with an initial launch in the U.S. and Canada, expanding to Europe and Asia mid-September.

• The experience is inspired by NARS' 1994 New York City roots, highlighting its Explicit lipstick line.

• The virtual boutique allows users to engage with products, watch tutorials, and explore rooms styled by global ambassadors of the brand.

• NARS collaborated with Journee to create the experience, building on its history in virtual platforms like it did previously in Roblox and AR.

Why it matters: NARS continues to push boundaries and be a pioneer in the digital world, blending beauty with immersive technology. Maison Explicit is a celebration of the brand’s heritage and also a forward-thinking approach that integrates the future of shopping and digital engagement. This is not the first journey of NARS into the space, as they have previously launched NFTs, Roblox experiences, AR filters etc. By linking virtual and physical experiences, NARS strengthens its connection with tech-savvy consumers and enhances its reputation as a pioneer in the beauty-tech space.

2. Mastercard partners with Mercuryo for non-custodial crypto payment

What’s happening: Payment giant Mastercard is partnering with European crypto infrastructure provider Mercuryo to launch an euro-denominated crypto debit card, allowing customers to spend their cryptocurrencies, like Bitcoin, directly from self-custodial wallets at over 100 million merchants.

TLDR:

• The launch of the debit card will enable users to spend cryptocurrencies like Bitcoin, Ethereum, and others directly from self-custodial wallets, giving them full control over their assets without relying on banks or exchanges.

• It will be accepted at over 100 million merchants globally, anywhere Mastercard is accepted legitimising crypto as an every-day currency.

• Mastercard focus is on self-custody, meaning users hold and secure their funds independently, reducing dependency on centralised platforms.

• Mastercard tested a similar crypto debit card with MetaMask in August, reinforcing its commitment to integrating crypto into traditional payment networks.

• Users will have to cover fees for the use of the cards, including an insurance fee, a monthly maintenance fee and 0.95% fee per transaction.

• Since 2021, Mastercard has partnered with key players in the crypto space, such as Coinbase and Circle (USD Coin), highlighting its ongoing efforts to expand crypto and stablecoin usage in the payments industry.

Why it matters: This partnership represents Mastercard's ongoing commitment to integrating cryptocurrencies into mainstream finance. By supporting self-custodial wallets, it empowers users to manage their digital assets directly, avoiding reliance on centralised exchanges or banks—historically, barriers to adoption. As crypto usage grows, this collaboration helps lower entry hurdles, allowing people to use digital currencies in everyday transactions while retaining full control over their funds.

3. Marc Jacobs and studio EDGLRD launch gamified project

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What's happening: To mark the release of its Fall 2024 collection, Marc Jacobs has partnered with Miami-based creative studio EDGLRD on a gamified animation.

TLDR:

• EDGLRD is a creative IP studio which specialises in AI-powered digital content. It has previously worked with high-profile clients like The Weeknd, Nike, Travis Scott, and Kim Kardashian’s Skims.

• For this Marc Jacobs animation, EDGLRD used its proprietary AI technology to create a naughties-inspired try-on game featuring a virtual replica of Marc Jacobs, where users can style the designer in various pieces from the Fall 2024 collection.

• The animation, posted on the brand’s Instagram, features an anonymous player styling the digital Marc Jacobs and has already collected over 10,000 likes.

• This collaboration builds on the brand's existing history of embracing digital innovation, including its use of Snapchat to reach Gen Z and Gen Alpha, partnering with the video game Animal Crossing in 2020 to digitise garments, and creating an AR-powered Instagram filter for its Daisy perfume in 2021.

• The label move into web3 and AI-driven content seems to be a natural next step for Marc Jacobs, as the brand keeps pushing creative boundaries and explore new ways to connect with younger, tech-savvy consumers.

Why it matters: Through this collaboration, Marc Jacobs is blending AI with fashion to create an eye-catching animation that engage a new generation of consumers, particularly those interested in gaming. This project reflects a broader trend where luxury brands are embracing web3 technologies and niche internet cultures to remain relevant. Marc Jacobs' innovation in digital content appeals to younger audiences seeking interactive, tech-driven experiences. Could this project be hinting at a future game, or is it simply making waves for now?

4. Resonance, the start-up simplifying the design of your one-of-one clothing

What's happening: The NY and Dominican start-up Resonance Companies has launched "One," an AI-powered platform that allows designers to create and produce garments on demand, without minimum order, offering a more sustainable and flexible alternative to traditional mass production.

TLDR:

• "One" enables designers to produce garments with no minimum order quantity, avoiding unsold inventory and waste by offering on-demand production, even for a single item. Designers can request samples and fabric swatches to review before full production.

• Garments are manufactured in Resonance’s Dominican Republic facility with a team of 200 workers. Their technology optimises fabric layout for minimal waste, using advanced digital printing to efficiently cut and sew each piece.

• Resonance charges designers a monthly fee, producing garments at cost for them, removing the risk associated with bulk ordering and large upfront investments, especially for young designers.

• Designers can choose from over a selection of garment styles and different fabrics.

• The platform features 3D digital models or flat images of the garment as it’s being designed. Real-time pricing is available, updating automatically based on changes in style, fabric, trim, and size.

• The turn-over for production, from order to delivery, is as little as 14 days.

• Prior to its official launch, the platform was tested by brands like Rebecca Minkoff, Laura Garcia, and Faith Connexion, proving its ability to work in the real-world fashion environment.

• The platform integrates with Shopify, allowing designers to sell directly to customers. It also supports drop-shipping, where products are made and shipped directly to buyers after purchase, removing the need for physical inventory.

• Limitations include the inability to handle intricate tailoring, restriction to provided fabrics, and no option to mix different fabric types, as the platform focuses on efficient, scalable production however we can imaging this changing in the future.

Why it matters: This platform is a game changer for the fashion industry, allowing all kinds of creators and designers—from emerging talents to established brands—to respond quickly to trends without the burden of large minimum orders or inventory risk. While "One" isn’t perfect yet, its potential to grow could revolutionise how fashion is designed, produced, and sold. As it continues to develop, it stands to make an even greater impact, providing a more sustainable and creative future for fashion.

5. Culture highlight: Dior’s China-France relations celebrated in Beijing exhibition ‘L’Or de Dior’

What's happening: Dior's latest exhibition in Beijing, hosted near the Forbidden City, in the Guardian Art Center, highlights the brand's legacy through a golden-themed and multi-sensory experience.

TLDR:

• The exhibition opened on the 2nd of September and coincides with the 60th anniversary of diplomatic relations between France and China, contributing to the celebrations of this milestone and further strengthening Dior's connection with the country.

• The exhibition featured a Celebrity livestream helped Dior gathered over 71 million views on Chinese social media.

• The exhibition focuses on the theme of gold, blending fashion, art, and culture.

• Beginning with founder Christian Dior and followed by the work of his successors, who have embraced gold as a key element throughout the brand's history, the theme is accentuated by the exhibition's surrounding design.

• Attendees can walk through 15 thematic rooms with archival fashion pieces and artworks.

• The exhibition is open to the public, free of charge, until September 29 and bookings are available via Dior's WeChat Mini Program.

Why it matters: This exhibition highlights Dior's enduring influence in fashion and art while also showcasing the brand's digital reach. With millions of views online even before the opening, it demonstrates the power of social media in boosting brand visibility. Through this, Dior continues to position itself as a "house of dreams," connecting the physical experience of luxury with a global audience.