The Prada Autumn 2022 collection recently made a remarkable entrance by being broadcast live in the virtual environment of Meta Ziwu, located within Baidu’s Metaverse social app, XiRang.
This event simultaneously took place in the physical setting of Prince Jun’s Mansion Hotel and was also featured in a futuristic simulation on XiRang, later broadcast on television.
Baidu’s XiRang app enabled users from around the globe to access the live show directly, thereby dissolving the geographical barriers between the real and virtual worlds.
This innovative approach signifies a merging of fashion and technology, connecting audiences across different realms.
Prada Metaverse
The renowned luxury brand Prada has been making significant strides in the Metaverse. Since June, its Timecapsule program has been launching monthly NFT collections that celebrate fashion, solidifying its status as a leader in the luxury industry. This marks the first time the brand has chosen to present one of its in-real-life (IRL) collections through Web3, making it one of Prada’s most significant and ambitious events of the year.
Prada reported strong sales and profits in the first half of 2022, indicating a positive trend in the company’s recovery, particularly in China. By ramping up its Web3 strategy, Prada aims to replicate this success in the latter half of the year.
The brand’s participation in projects like XiRang demonstrates its openness to new ideas and efforts to keep pace with changing consumer habits. As more people engage with the Metaverse, it becomes logical for Prada to venture into this space to attract their target audience and maintain cultural relevance.
As the concept of the ‘Chinaverse’ evolves, an increasing number of businesses are incorporating virtual experiences into their operations. For instance, Dior launched a digital Valentine’s Day project for the Qixi festival on WeChat and was the first to utilize Meta Ziwu for its ‘on the road’ exhibitions in April. However, the full-scale adoption of the Metaverse in China faces various challenges.
The landscape is marked by uncertainty and a lack of clear rules and boundaries. For example, Tencent had to close its digital collectibles platform last month due to stringent government regulations. While Prada’s approach appears promising, companies must navigate China’s complex and dynamic virtual landscape with caution.
With growing global interest in virtual experiences, some governments are showing support, but China remains notable for its strict and prohibitive regulations in this area. As the Metaverse becomes more widely recognized and understood globally, there’s potential for a relaxation of these rules.
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