PARIS — Maison Margiela is keeping tabs on the metaverse.
The brand will launch its iconic Tabi shoe as a limited-edition NFT — the MetaTabi – as a phygital product tied to IRL objects and additional perks for token holders.
The virtual split-toe shoe will have two editions available. The ultra-exclusive white version will only have 15 units issued, while the black version will have 1,500. Both editions will be available on virtual fashion platform The Fabricant.
Bridging the real world and the metaverse, the white version of the MetaTabi will come with physical footwear. The black version will be accompanied by a physical wallet.
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Presales will launch March 26 for the house’s key clients, The Fabricant community members, and players who secured tokens through Maison Margiela’s Web3 game. They’ll have a 12-hour head start to buy.
“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 Maison Margiela chair Stefano Rosso.
“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,” he said.
Rosso is also chief executive officer of OTB’s dedicated metaverse company BVX that is working to move all of the group’s brands forward in the metaverse.
The drop will be backed by the Aura Blockchain Consortium, the Swiss nonprofit association backed by LVMH Moët Hennessy Louis Vuitton, Prada Group, Cartier and Maison Margiela owner OTB Group.
Aside from the physical pairing to a Maison Margiela item, both will have virtual capabilities and experiences available through AR tools, metaverse worlds and a range of gaming integrations. The digital collectible will also be tied to a minting pass and holders will have early access to all future collections Maison Margiela will drop on in the metaverse.
Kerry Murphy, cofounder of The Fabricant, commented: “With the MetaTabi, we’re introducing a revolutionary format for Maison Margiela’s iconic Tabi boot, blending tradition with innovation like never before. This collaboration redefines the fashion experience, marking a new era in fashion accessibility and creativity.”
Digital fashion house The Fabricant recreated the split-toed Tabi, which first launched in 1989. Current creative director John Galliano debuted a Tabi collaboration with Christian Louboutin at the house’s spring 2024 collection presented in January.