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After mystery box, Vogue SG launches digital cover NFTs

After mystery box, Vogue SG launches digital cover NFTs

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Shortly after announcing its NFT mystery box, Vogue Singapore is moving deeper into the NFT space with its September issue featuring a unique print cover in the form of a QR code that acts as a portal to two digital-only covers created in partnership with local and international digital designers. Both covers are also available for purchase as one-of-one NFTs and this initiative is in line with the September issue theme of "New Beginnings".

triumphant awakening by chad knight and baelf design still

One of the two NFT covers, "Triumphant Awakening", is designed by virtual world artist and 3D designer for Nike, Chad Knight, in collaboration with Jamela Law and Lionel Wong of Singapore-based design firm, Baëlf Design. The cover presents a gold statuette standing in front of a rotating blue planet with a radiant sun perennially rising and setting in an elliptical arc. A regal headdress - envisaged by Baëlf Design using an AI algorithm to create organic fractal pattern - adorns the goddess, finely detailed and liberated from the laws of physics.

renaixance rising by the fabricant and shavonne wong still

The second digital cover, titled "The RenaiXance Rising", was crafted by digital fashion house The Fabricant in collaboration with Singaporean fashion photographer turned 3D virtual model creator Shavonne Wong. With fashion direction by Vogue Singapore’s fashion director Desmond Lim, it features an androgynous avatar adorned in a majestic and billowing gown inspired by Singaporean and Malay culture.

Designed as a programmable NFT, "The RenaiXance Rising" changes in posture and ambient lighting depending on the time of day it is viewed. Sunlight can be seen emanating from the avatar’s third chakra, while sun flares splice and rotate around the dress, symbolising that a new beginning for fashion lies in the metaverse.

Meanwhile, Olivier Rousteing, creative director of Balmain, has partnered with gaming company Altava to create a virtual-only look for Vogue Singapore to celebrate Rousteing’s 10th year anniversary in his role as creative director at the French fashion house.

balmain flame dress sketch front

Titled "Flame Dress", and available for auction as a one-of-one NFT, the digital look is an off-shoulder emerald green gown propped against an apocalyptic backdrop and set aflame. In addition to receiving the 3D rendering and fire animation of the "Flame Dress", the winning bidder of this NFT will also receive a digital Balmain Certificate of Authenticity; Rousteing’s sketches of the ‘Flame Dress’ showing both the front and back of the garment; and the ability to port the NFT dress into the fashion gaming app Altava.

In addition to the two covers and exclusive Balmain dress, Vogue Singapore has also created six beauty NFTs with Korean make-up maestro Dain Yoon and a design NFT with Singaporean-Italian studio Lanzavecchia + Wai. All inspired by the global theme of "New Beginning", Yoon’s work features various surreal interpretations of a new dawn—from cherry blossoms painted on her body to an intricate peacock make-up look emblazoned on her face (pictured above), while Lanzavecchia + Wai have created the "Living Vase 01" and "Flower: Collectible" that depicts an eternal flowering vase that blooms and wilts with each sunrise.

Meanwhile, the publication has also tied up with MUE Studio to design an open-air gallery microsite—the sky awash in animated sunrise hues—to showcase the two digital-only September covers. When readers click on the animated digital covers, they are given the opportunity to either read more about the artists behind the artwork, purchase the print issue of the magazine, or directed to purchase the NFT covers. In addition, there are six 3D objects placed around the digital gallery that act as clickable points to key activations and stories to complete the full "New Beginnings" experience: roman pillar, candle, vase, needle and thread, paint palette, and violin.

Norman Tan, editor-in-chief of Vogue Singapore, explained that with this issue, it aims to elevate storytelling and continue the dialogue between print and digital that it has championed since launch. "We welcome readers to embark on this digitally-led journey to explore the creative possibilities. With the release of the 'New Beginnings' NFTs, look forward to developing and expanding this emerging platform where fashion, art and design can flourish," Tan said.

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here. 

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