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All you need to attend the next Prada fashion show is an NFT

Democratization or loyalty building?

All you need to attend the next Prada fashion show is an NFT Democratization or loyalty building?

The forthcoming Milan Fashion Week seems to promise big surprises: in addition to the debuts of Filippo Grazioli for Missoni, Marco De Vincenzo for Etro, and Maximilian Davis at Ferragamo, it seems that the coming season could be partly accessible to public. According to WWD, after Diesel's announcement about the possibility of opening the doors of the show to the public after online registration, Prada too has announced its intention to make access to the show a little more democratic via NFT. In fact, the brand recently declared that owners of the third NFT Timecapsule item, due out on Thursday, will be able to attend the brand's SS23 show, scheduled for 22 September at 2pm, inviting customers to stay tuned for more details on Prada Crypted, the brand's Discord channel. The strategy not only attempts to leverage the Web 3 community after a series of exploratory initiatives, but also wants to approach Gen Z VICs (Very Important Clients) with projects aimed at building loyalty among a younger clientele. 

After its first foray into NFT with adidas earlier this year, Prada went on to explore the Web3, launching its first solo NFT project in June, focusing on a collaboration with artist and musician Cassius Hirst, reinterpreting the style of America's Cup trainers. Timecapsule, on the other hand, consists of a monthly limited-edition launch of a ready-to-wear product available exclusively on the brand's e-commerce site for 24 hours, equipped with a serial number and delivered in a customised package. A project dating back to 2019 but which since June has been enriched with the NFT component, given as a gift with every purchase, thanks to the partnership with the Aura Blockchain Consortium set up last year, when LVMH and the Prada Group joined forces to promote the use of a single blockchain solution open to all luxury brands worldwide.

The August drop consists of a limited run of 50 black cotton poplin shirts combined with various archival prints, from the Frankenstein-inspired motif created by Jeanne Detallante for Autumn 2019, to floral brocade embellished with Lurex threads, as well as discontinued vintage fabrics that have made the brand's history and that now acquire new life through the circular initiative. Every customer who buys the shirt will receive a free NFT and will automatically be selected to attend the spring 2023 fashion show in Milan. Surely fashion fans, even those who have not yet fully understood what the Metaverse is, now have a reason to buy an NFT: to see Miuccia Prada and Raf Simons from the front row.