This is the third part of a research conducted over the course of a year covering “Cultural Capital in the Age of Cultural Co-Creation” in the luxury industry. This first part covers Performing: Prestige Through Participation. Marketing in luxury today hinges on curated participation. This article analyzes how semiotic fluency, discursive performance, and symbolic filtersContinue reading “Cultural Capital in the Age of Cultural Co-Creation Part 3: Performing”
Category Archives: Technology
Cultural Capital in the Age of Cultural Co-Creation Part 1: Theoretical Foundations
This is the first part of a research conducted over the course of a year covering “Cultural Capital in the Age of Cultural Co-Creation” in the luxury industry. This first part covers Theoretical Foundations: Cultural Capital, Field Dynamics, and Brand Visibility. Luxury, once governed by scarcity, craftsmanship, and lineage, now finds itself in a landscapeContinue reading “Cultural Capital in the Age of Cultural Co-Creation Part 1: Theoretical Foundations”
Rabanne x Art Basel
As I have covered time and time again here, art, more than ever, is a branding asset for luxury brands. While one could expect a form of general fatigue as the number of collaborations between brands and artists keeps ballooning, the unique story-telling ability of the pair seems to hold strong. Quite interestingly, the natureContinue reading “Rabanne x Art Basel”
Rimowa x RTFKT
In late October, Rimowa, the German suitcase maker acquired by LVMH in 2015, and RTFKT Studios, the Web3 native company acquired by Nike in late 2021, revealed a collaboration featuring both digital and physical products. It was the first time RTFKT collaborated with an LVMH-owned company, and in fact, with the more traditional luxury establishment.Continue reading “Rimowa x RTFKT”
Coperni x Fabrican
There were undeniably countless gasp moments at this year’s SS23 Paris Fashion Week, for good and bad reasons for that matter. But one of the most intriguing and subversive ones was the finale of the Coperni show that took place on September 30th. For their last look, Sébastien Meyer and Arnaud Vaillant, founders of theContinue reading “Coperni x Fabrican”
Heven x P00ls
On September 15th, 2022, Heven launched its token, $HEVEN, with the community-driven social token platform P00ls, aiming at giving exclusive participative access to their universe. Ultimately, the disruptive token will help in collectively redefining creation and redistributing creative processes within the luxury industry and beyond, which is important for the founders and which is criticallyContinue reading “Heven x P00ls”
The Merge x Fashion NFTs
On September 6th, 2022, the long-awaited Merge will start on the Ethereum blockchain. The process is expected to be completed around September 15-16th not without a few question marks for crypto-natives and novices alike. While it is a risky transition, and disruptions are to be expected, the Ethereum founders believe it is worth taking theContinue reading “The Merge x Fashion NFTs “
Gucci Vault
Almost a year ago, in late September, Gucci launched the Vault, an alternative online concept store featuring vintage pieces from the label, other up and coming designers and most interestingly, virtually all of the brands’ ventures into Web3 and NFTs. Gucci is among the first Houses to have rolled out an extensive multi-dimensional Web3 strategyContinue reading “Gucci Vault”
KNXT by Kering
As luxury fashion brands dip into Web3, the metaverse and NFTs, one critical question driving their long-term strategy is when and how will mass adoption be reached. As only a fraction of the population owns digital assets and invests time into the digital space for the moment, brands have to choose which population to addressContinue reading “KNXT by Kering”
Meta x Prada x Thom Browne x Balenciaga
On June 18th, 2022, during a live event on Instagram led by Eva Chen, Head of Fashion Partnerships at Meta and Mark Zuckerberg himself, Meta announced the roll out of an online store for its Avatars to be used across its different platforms. They presented a series of six outfits worn by their own avatars,Continue reading “Meta x Prada x Thom Browne x Balenciaga”
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