Panerai banks on the blockchain as counterfeit solution. Plus, how Web3 plans to leverage the legacy of Keith Haring

Diesel, led by creative director Glenn Martens, had a successful week during Milan Fashion Week. The brand’s collection went viral once again, thanks to Martens’ innovative denim designs. As part of the showcase, a select group of Diesel’s NFT holders were invited to attend the event, following a similar concept to Prada’s ‘Timecapsule’ token project.

Diesel is also making waves in the Web3 space. The brand has partnered with DressX, a digital fashion marketplace, to bring its iconic pieces to the Meta Avatar Store. This virtual wardrobe marketplace, created by Mark Zuckerberg, features some of the biggest names in fashion. Diesel’s collaboration with DressX allows users to dress their avatars in Diesel’s signature denim, sneakers, and two-piece outfits. The collection is interoperable with various social media platforms and virtual reality.

In other news, vintage Web3 label Mntge is teaming up with The Haring Studio to bring the work of legendary artist Keith Haring to the blockchain. Mntge has created NFC-chipped patches featuring Haring’s iconic 1980s imagery. Each patch has its own near-field communication chip embedded into the fabric, marking the first time Haring’s work has been released as an NFT. Christie’s platform hosted an online auction for the NFT versions of the patches, bringing visibility to Mntge’s cultural ambitions.

Luxury watchmaker Panerai is also embracing blockchain technology to tackle counterfeit issues. The company will implement a digital passport system for all its watches, using Arianee’s digital passport solution. The digital passport will serve as a certificate of authenticity, displaying information on each watch’s provenance and technical specifications. This move addresses the watch industry’s challenge of dealing with counterfeit copies and aims to reassure investors, improve the second-hand market, and personalize the watch-buying experience.

The use of blockchain technology in the watch industry is gaining traction due to the increasing sophistication of counterfeit watches. It allows for enhanced authentication efforts, ensures the authenticity of timepieces, and provides a transparent record of a watch’s history.

Overall, these developments highlight the growing intersection between fashion and Web3. Luxury brands like Diesel and Panerai are recognizing the value of blockchain technology in addressing industry challenges, while Mntge is leveraging collaboration and NFTs to promote its cultural ambitions. As the digital world continues to shape the fashion industry, these brands are positioning themselves to appeal to a new generation of consumers who are investing in luxury pieces and expressing themselves online.

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