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setting iconStakeholder EngagementAnnounced

Maison Margiela Enters The Metaverse With The Fabricant

Milestone Date: March 6, 2024

Customer Engagement

Maison Margiela, an iconic Parisian fashion label, is continuing its venture into the metaverse with its MetaTABI NFT collection. In partnership with The Fabricant, a front-runner in digital fashion, along with support from Brave Virtual Xperiences (BVX) and Aura Blockchain Consortium, Maison Margiela is set to offer a unique token-gated product experience that integrates the physical and digital worlds of fashion.

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Maison Margiela NFT ProgramMaison Margiela NFT Program

With a presale planned for release on March 26, the MetaTABI NFT collection includes two exclusive editions. The first is a highly coveted white series that will feature only 15 units, each paired with an exclusive, custom-made physical Tabi boot. The second, a black series, will be more accessible yet limited to 1,500 units, accompanied by a bespoke leather wallet. The presale will be available to The Fabricant community and those who participated in Maison Margiela’s Web3 game and secured tokens.

The MetaTABI collection offers a range of benefits to its holders, including augmented reality (AR) previews of the Tabi boot, metaverse exploration opportunities, and gaming integrations—amounting to an enriched experience for consumers to interact with the Maison Margiela brand.

“In a time where we are seeing technology being integrated more and more with the physical world, it is fundamental for the luxury industry to experiment and explore these digital realms,” said Stefano Rosso, Chairman of Maison Margiela and CEO of BVX, the Web3 studio of Maison Margiela’s parent company OTB. OTB is also the parent of the Diesel fashion brand and is a member of the high-fashion-focused Aura Blockchain Consortium. “At Maison Margiela, we believe that innovation is key to advancement in our industry, and it is an opportunity to further express the identity of our brand. Therefore, we are delighted to launch this new project, the very first Web3 initiative of Maison Margiela, which is also linked to a physical product.”

By leveraging advanced digital tools, such as The Fabricant’s platform and the Aura Consortium’s Multi-Token Minter smart contract (part of the Consortium’s Digital Collectibles solution), the MetaTABI collection is expected to provide a secure, fashion-oriented minting experience.

By Elizabeth Morrison

Published:March 6, 2024



Maison Margiela’s Tabi Boot Steps Into the Metaverse With The Fabricant

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