Balenciaga Collaborates with EON on Digital Music IDs
Balenciaga is collaborating with digital identity company EON to release connected clothing. EON is a software-as-service company that provides physical goods with digital IDs. Consumers purchasing the new line of hoodies and sweatshirts will be able to scan a chip to access a new exclusive song by trip-hop group Archive. Music, in this way, becomes an innovative marketing tool for the brand while also giving Balenciaga insights into when the customer is wearing and scanning the products. Beyond this, digital IDs can serve many functions, including authenticity clearance and provenance, resale, repair, and information storing. Chloé and Coach have previously worked with EON and Burberry, Stella McCartney and Brunello Cucinelli are set to introduce digital IDs on all their products by 2025.
Gucci Launches Digital Auction with Christie’s
Gucci and Christie’s are once again collaborating to present a new collection of digital assets on the Gucci Art Space platform from November 28th. The auction, called the ‘Parallel Universes: from Future Frequencies to Gucci Cosmos’ will feature pieces focused on the Maison's heritage themes from multiple artists blending these themes with generative AI to give the artworks a technological bent.
Essilor Luxottica Signs Licensing Agreement with Moncler
Starting in January 2024, Essilor Luxottica will design, manufacture, and globally distribute Moncler eyewear. With luxury sales experiencing a slowdown, Moncler has reported topline growth of only 7% in Q3 compared to 24% in the first half of the year. The first Mo eyewear products will be released in fall 2024, with the agreement expiring in December 2028.
Balmain Launches New Virtual Try-On Platform
To enhance its online shopping experience, Balmain is releasing a new platform with American tech company Bods to enable virtual try-ons of its collections using custom avatars. The goal of the Balmain Luxury Virtual Fit Experience is to create an online shopping experience that closely mimics the in-store experience. According to Balmain, 70% of products returned are due to incorrect fit, a percentage that this new AI technology could certainly help reduce.
Amandine Ohayon Named New CEO of Stella McCartney
Ohayon will be succeeding Gabriele Maggio as the new CEO of Stella McCartney, effective December 1st, 2023. Prior to this, she was CEO at Pronovias, a brand she managed and steered through its sale to Bain Capital while previously filling other roles at YSL Beauty and Armani Beauty. The Stella McCartney brand has been struggling ever since the pandemic, and Ohayon’s appointment comes as part of an effort to transform the brand and boost its recovery from the pandemic.
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