Dior, a major player in the luxury fashion world, has recently introduced its latest B33 sneaker range. This product line merges the worlds of fashion and blockchain technology. Each physical sneaker in the range comes with an embedded NFC chip tied to an NFT digital twin stored on the blockchain.
In a step towards guaranteeing authenticity, the incorporated NFT acts as a digital certificate. While the term NFT or reference to Web3 may not be explicitly mentioned beyond mentioning the Ethereum blockchain in the product details, their presence is a clear nod towards the evolving digital landscape. Furthermore, the NFTs also promise to unlock “dedicated services”.
The B33 Sneaker Design and Pricing Details
The aesthetics of these sneakers are crafted by Kim Jones, DIOR Homme’s creative director. The inaugural sneaker from the B33 range carries a price tag of €1,200 and is limited to only 470 pairs. Following this launch, three design variants will be released, each with a similar limitation on availability and priced at €990. Three additional designs will be introduced, though these will not be limited editions. The pricing framework aligns with the typical high-range pricing strategy for Dior’s conventional sneakers.
As for the “dedicated services” referenced, the information remains sparse. Apart from authentication and information about the manufacturing process, notifications regarding upcoming sneaker launches are included. Typically, such services enable owners to access exclusive drops, but no explicit mention of this perk is provided.
LVMH’s Influence in the Intersection of Luxury Brands and Blockchain
DIOR is a prominent brand under the umbrella of LVMH, which has proven itself as a pioneer in integrating blockchain technology within the luxury sector. LVMH is responsible for launching AURA, a blockchain consortium dedicated to the luxury industry, featuring members like PRADA and Richemont. Initially, AURA emphasized anti-counterfeit measures and verifying authenticity, but it later incorporated sustainability tracking and collectible NFTs. While DIOR isn’t listed as a member of AURA, its recent foray into NFTs aligns with the consortium’s objectives.
It’s also worth noting that LVMH’s brand Hennessy recently sold limited-edition cognac bottles associated with NFTs at $250,000 each and launched the web3 brand H3NSY. Additionally, another LVMH member Louis Vuitton launched the Via Trunk, which offers undisclosed experiences and products for a staggering $39,000.
Dior’s B33 sneaker range is another case of luxury brands increasingly adopting and integrating blockchain technologies, opening up a new vista for consumer experience and product authenticity.
This trend of leveraging blockchain technology is not exclusive to the LVMH group. Other luxury fashion brands are also beginning to embrace this emerging technology to enhance their brand promotion and sales. For example, renowned fashion houses Hermès and Tiffany’s have started to explore blockchain technology’s potential applications in their operations. These brands, like Dior, see blockchain technology’s potential for offering secure, authentic, and unique digital experiences to their customers.