Interesting observation: luxury brands have long since moved beyond experimenting with Web3—they are seriously restructuring their business models around NFT projects. I remember how it all started in 2019—The Fabricant launched the first digital dress in collaboration with Dapper Labs, and it was a real breakthrough. Back then, few believed that fashion and blockchain could work together.

But then what happened—major players like Louis Vuitton, Prada, Gucci began actively launching their own NFT collections. And it’s not about speculation; blockchain is perfectly suited for verifying authenticity and tracking the provenance of items. It’s like a digital certificate of authenticity, but much more reliable.

Take Louis Vuitton—as an example, their VIA Treasure Trunk costs $41,000 and functions as a pass to the brand’s exclusive ecosystem. Owners gain access to exclusive releases and events. Later, they launched Speedy 40 NFTs by Pharrell Williams, where owners can exchange the digital asset for a physical bag. This is no longer just collecting—it’s a new way to interact with the brand.

What impresses me about current NFT projects is the variety of approaches. Yves Saint Laurent linked NFTs to the purchase of Black Opium perfume, adding rare variants and privileges to the collection. Panerai embedded blockchain passports directly into their watches for authenticity verification. The Glenlivet created an NFT collection of 12 rare 50-year-old whiskies, using generative AI for unique labels.

Less well-known but equally interesting are NFT projects from Mercedes-Benz— their Maschine is a collection of 1,000 unique digital artworks in generative art style. Or SYKY—a digital fashion platform for Apple Vision Pro, launched by a former executive of Burberry and Ralph Lauren.

Especially intriguing is how luxury brands are solving the counterfeiting problem. OTB Group, the parent company of Maison Margiela and Jil Sander, integrated NFC chips and blockchain for real-time product authenticity verification. They even joined Aura Blockchain Alliance, which has registered over 1.2 million items.

The main shift is in the very concept of ownership. Previously, luxury was only about the physical object. Now, brands are creating hybrid models: digital goods that can be worn in the metaverse, or physical items with digital twins. McLaren launched free NFTs for each race of the 2023 F1 season, allowing fans to collect complete sets and participate in giveaways.

This is not just a trend—it’s a rethinking of how people interact with brands. Gucci x Christie’s launched a generative art series combining fashion design with AI. Burberry once released the game Blankos Block Party with Mythical Games, where players collected limited NFTs featuring brand characters.

Overall, NFT projects in the luxury segment prove that exclusivity and innovation work perfectly together on the blockchain. Loyalty programs now operate through digital assets—early access to collections, invitations to events, exclusive content. This helps brands retain customers long-term, building real communities around their products.