Maison Margiela launches first Web3 collectible with The Fabricant

Parisian haute couture fashion house Maison Margiela will soon take its first step into the Metaverse. The fashion house's popular Tabi shoe - the shoe with split toes - is set to become a fashionable digital collectible: the MetaTabi shoe. This project comes as part of a collaboration between Maison Margiela and digital fashion house The Fabricant, supported by Brave Virtual Xperiences (BVX) and Aura Blockchain Consortium.

The Fabricant has created two types of MetaTabi NFTs, each with limited availability: of the shoe in white, there are only 15 pieces and the black-coloured one, 1,500 pieces. Owners will get a number of digital, physical and mixed-reality benefits. Namely: a mint-pass [a membership card, ed.] that will give exclusive access to all future collections the house will present in its Web3 roadmap and the opportunity to try out the design using augmented reality (AR).

Commenting on the collaboration, Stefano Rosso, chairman of Maison Margiela and CEO of BVX shared: "At a time when we are seeing technology being increasingly integrated with the physical world, it is fundamental for the luxury industry to experiment and explore these digital territories. At Maison Margiela, we believe innovation is the key to progress in our industry, and it's an opportunity to further express our brand identity."

Kerry Murphy, co-founder of The Fabricant, commented: "With the MetaTabi, we are introducing a revolutionary format for Maison Margiela's iconic Tabi shoe, combining tradition and innovation. This collaboration allows users to experience an immersive preview of the Tabi shoe through AR, while the physical token provides access to a new world of amenities and benefits. This collaboration redefines the fashion experience and ushers in a new era for fashion accessibility and creativity."

The exclusive collection will be launched in late March 2024 on The Fabricant's platform using Aura Blockchain Consortium's Multi Token Minter smart contract in Web3. The invitation-only pre-sales start on 26 March, followed by regular sales on 27 March.