When you think of non-fungible tokens or NFTs, the first thing that comes to mind is most likely entertainment, gaming, or even art. Like the ubiquitous Zelig, NFTs are found everywhere, from medicine, to real estate, and fashion.
Fashion and NFTs have joined forces as digital fashion hits the proverbial runway, generating massive amounts of attention from all of the big players in the fashion world. In its fall 2021 collection, Gucci partnered with Christie’s on an NFT video called “Aria,” which sold for $25,000 in June.
Beeple, a famous digital artist, also sold a piece for $69 million last year at Christie’s. The success of NFTs has led to Christie’s accepting auction bids with Ethereum, or ETH — the leading cryptocurrency.
NFTs aren’t just for fashion’s top dogs like Gucci or leading artists like Beeple, however. Boutique fashion brand Aria Noir is jumping on the bandwagon and making NFTs their own. Even more, the brand is excited to announce that they are now using NFTs to authenticate purchases, and are mining ETH and minting NFTs as digital complements to their product collections.
Fashion Brand Aria Noir
Aria Noir is an apparel brand launched by designers, for designers, and patterns itself after perfection. Aria Noir aligns its enterprise with the equilibrium of things both pretty and practical, focusing on doing more with less, and emphasizing quality over quantity. In short, Aria Noir is where sacred geometry speaks.
To be successful, fashion brands need to look to the future and be willing to take some risks. “Success demands sacrifice,” explains Jalal, the brand’s ambassador who is also known as the rapper Feros. “If you think you will launch a successful fashion brand without putting something of yourself on the line, think again. Success and hard work go hand-in-hand in this industry, but you have to be able and willing to make those investments in your future success.”
Focused only on the creative process, Jalal likens his work to childbirth. “My favorite part of the creative process is the final product. It’s like giving birth to something that didn’t exist before, and now it does because of me. It’s even better when someone else acknowledges its beauty.”
Aria Noir’s goal is to pair its products with digital collectibles so that the customer can have something material — the products — and immaterial; the NFT.
When Aria Noir presents its new collection each season, they plan to offer an equal amount of NFTs for each item to give it a unique identity for every customer. It is a way of certifying the product’s authenticity and offering a collectible that can appreciate in value, which will be redeemable within the Aria Noir brand.
Incorporating NFTs into their brand is Aria Noir’s first step into the greater context of the entire fashion industry’s evolution from material to immaterial, which is the metaverse. Their goal is to be a pioneer in the digital space frontier and create more of a footprint as we move into the future.
Stepping Into the Metaverse
If there’s one industry that we can count on to set trends, it’s the fashion industry. Incorporating NFTs is no exception: 17 percent of brands featured in the Vogue Business Index have an NFT connection.
NFTs have proven that they are no mere fad. In fact, the adoption of NFTs is a savvy business move. In 2021, users sent more than $44.2 billion of cryptocurrency through NFT marketplaces, up from just $106 million in 2020, according to a report by blockchain analytics company Chainalysis.
NFTs have significantly increased additional levels of customer engagement, loyalty, and community across every arena, and their engagement in the fashion industry is promising. As we enter a new era where art is currency, it’s a natural extension that brands offering wearable art, like Aria Noir, lead the way in this NFT trend and take the first step into this new dawn of fashion.
Aria Noir plans to be a leader in the frontier digital space, increasing its footprint and establishing itself in this new culture. The goal is to have real estate and assets in the metaverse, providing this to people who purchase their fashion items.
“I’m passionate about all things beautiful,” Jalal adds. “I want Aria Noir to be not just apparel, but art — the intersection of different dimensions of creation.”
For more information on Aria Noir, visit arianoir.com.