Dior, a prominent force in the luxury fashion industry, has recently launched its latest range of B33 sneakers, seamlessly intertwining the realms of fashion and blockchain technology. Every physical sneaker within this collection is equipped with a built-in NFC chip, linking it to a corresponding NFT digital counterpart stored securely on the blockchain.
Dior has taken a significant move to ensure the genuineness of their products by integrating NFTs as digital certificates. Although the specific terms like NFT or Web3 are not explicitly mentioned, apart from a reference to the Ethereum blockchain in the product details, their inclusion serves as a deliberate acknowledgement of the ever-evolving digital landscape. Moreover, these NFTs also offer the enticing prospect of unlocking exclusive “dedicated services.”
The visual appeal of these sneakers is meticulously designed by Kim Jones, the creative director of DIOR Homme. The first sneaker in the B33 series is priced at €1,200 and is exclusively limited to a mere 470 pairs. Subsequently, three more design variations will be unveiled, each with comparable availability restrictions and a price of €990. Additionally, three additional designs will be introduced, although they will not be classified as limited editions. This pricing structure adheres to Dior’s customary strategy of positioning their sneakers in the high-end price range.
Regarding the mentioned “dedicated services,” details remain limited. While authentication and manufacturing process information are provided, notifications regarding upcoming sneaker releases are also mentioned. Typically, these services grant owners access to exclusive product launches, although no explicit reference to this benefit is provided in the given information.
Under the umbrella of LVMH, a leading luxury conglomerate, DIOR holds a prominent position as a brand that has embraced the integration of blockchain technology. LVMH itself has made notable strides in this area by establishing AURA, a blockchain consortium focused on the luxury industry. AURA includes esteemed members such as PRADA and Richemont. Initially, AURA concentrated on anti-counterfeit measures and ensuring authenticity, but it has since expanded its scope to encompass sustainability tracking and the creation of collectible NFTs. Although DIOR is not explicitly mentioned as an AURA member, its recent venture into NFTs aligns with the objectives set forth by the consortium.
It is noteworthy that within the LVMH portfolio, the brand Hennessy successfully sold exclusive cognac bottles tied to NFTs at a remarkable price of $250,000 each. Furthermore, LVMH introduced the web3 brand H3NSY. In a similar vein, another member of the LVMH group, Louis Vuitton, unveiled the Via Trunk, an offering that provides undisclosed experiences and products at an astonishing cost of $39,000.
Dior’s B33 sneaker range is another case of luxury brands increasingly adopting and integrating blockchain technologies, opening up a new vista for consumer experience and product authenticity.
The adoption of blockchain technology extends beyond the LVMH group, as other luxury fashion brands are also joining in to harness its potential for advancing brand promotion and sales. Renowned fashion houses such as Hermès and Tiffany’s have embarked on exploring the applications of blockchain technology in their operations. Like Dior, these brands recognize the capability of blockchain technology to provide secure, authentic, and distinctive digital experiences to their customers.
