Christian Lacroix’s Latest Fashion Move Is Virtual
Three and a half decades ago, the house of Christian Lacroix lit up the fashion world and cemented “le pouf” skirts as the official look of the late ’80s and early ’90s. The brand primarily moved on from the runways in the years since and into new territory like furniture, gifts and home textiles. But it never forgot its fashion DNA.
Now the company is celebrating 35 years in business by venturing out yet again, this time in the virtual space, and it brought plenty of nostalgia in digital form.
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On Tuesday the metaverse, specifically Decentraland, was the venue for the company’s anniversary party, an event replete with 3D and digital versions of some of the design house’s best-known looks.
Through a partnership with the NFT platform Exclusible, Christian Lacroix went into the archives to conjure 2002’s red bride, as famously worn by Madonna, and the 2008 couture wedding dress made famous by Lady Gaga in her 2011 “Judas” music video. (Apparently, the singer, songwriter and actress is still a fan of the designer’s bridal couture. Just last week, two Lacroix wedding gowns made cameos at the opening of her Chromatica Ball world tour in Düsseldorf, Germany.)
Everyone who attended the virtual party received their own wearable, a custom digital T-shirt. But another premium perk awaited other VIP guests: a complete digital suit featuring Lacroix’s signature Paseo pattern.
The nature of those VIPs matter, because these guests were invited via NFT.
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