The French fashion house Dior leaps into the metaverse in its first-ever exhibition in China titled On The Road. In partnership with iWeekly’s parent company Meta Media Holdings, the exhibition showcased its Fall 2022 menswear collection.
Dior Enters the Metaverse
Through an interactive experience in the “Meta Ziwu,” viewers can enter virtual space housing the new clothing line. Created a ran by Ma Yansong, a well-known Chinese architect and founder of MAD Architects. It’s hosted on the Baidu metaverse social app XiRang.
In 2018, the Chinese search engine giant Baidu announced plans for its own blockchain protocol, Xuperchain, which launched its beta in January 2020, enabling businesses and developers to create and deploy their own decentralized applications. However, Baidu now pushes toward the metaverse in their new endeavor with Dior.
Unlike many before them, Dior comes packed with Web3 knowledge to drive their platform forward. For example, back in July of last year, the label teamed up with the avatar app ZEPETO to create digital makeup looks.
Later in September, it collaborated with the metaverse platform Ready Player Me to promote its fragrance. However, as China builds its own parallel metaverse ecosystem, there is little doubt that the pioneering enterprise will want to stake its claim with the top runners.
As the wild world of Web3 technology and metaverse experiences trickle into China’s mainland, Dior looks to push toward the front of the pack and establish itself in the metaverse as early as possible. While other companies look to adopt similar marketing strategies, the complete acceptance of Web3 becomes more of a reality.
However, those looking to make their name inside the Web3 space are under the government’s watchful eye. As population masses flock toward crypto, new regulations are sure to come. Until then, the pioneers move forward.
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