Hermès Planning Metaverse Fashion Shows and Crypto Projects
Luxury brand Hermès has filed trademarks for a metaverse fashion show, nonfungible tokens, and cryptos. The filing comes months after the brand sued the NFT project MetaBirkins for the alleged use of its brand to merchandise digital collectibles.
Luxury fashion brand Hermès is going big into the metaverse if its latest trademark filings are anything to go by. The trademark application covers the gamut of Web3 technologies including nonfungible tokens (NFTs), cryptocurrencies, and the metaverse.
The filing was made on August 26 with the United States Patent and Trademark Office (USPTO). The trademark is for downloadable software for viewing, storing, and managing digital collectibles, virtual goods, cryptocurrencies, and NFTs for utilization in online worlds.
Hermès also filed a trademark that covers “retail store services featuring virtual goods” and for fashion and trade shows taking place in “online virtual, augmented or mixed reality environments” as well as for “providing an online marketplace for buyers and sellers of virtual goods.”
In January this year, Hermès filed a lawsuit against Mason Rothschild, the founder of Metabirkins over the alleged use of Hermès’ Birkin brand name in merchandising digital products on the Metabirkins NFT marketplace.
Hermès’ 47-page lawsuit against Rothschild alleged that the MetaBirkins brand name was a violation of its famous Birkin trademark for its bags involved the addition of the ‘meta’ prefix to its renowned trademark Birkin. According to Hermès, this created the impression that the MetaBirkins NFT was part of its popular Birkin brand. The MetaBirkins platform also sells virtual bags so they could be some truth to Hermès’ claims.
There are speculations that the Rothschild lawsuit may have driven the luxury fashion brand to take measures to protect its own marks in the metaverse, crypto and NFT space.
Fashion brands have been foremost in embracing in the metaverse. While NFTs has been a major point of interest, fashion brands are also investing in other Web3-inspired use-cases such as virtual try-ons, gamification, and virtual clothing for avatars.
Hermès’ fashion week will not be the first in the metaverse. Decentraland held a Metaverse Fashion Week, a four-day virtual fashion event, early this year which featured a constellation of luxury brands in the market including Tommy Hilfiger, Etro, Dolce & Gabbana, Elie Saab and Estee Lauder among others all of which showcased their virtual wearables on a virtual runway.
Dune Analytics released data last month indicating that the top brands such as Gucci, Nike, Adidas, Tiffany & Co, and Dolce & Gabbana has netted a total of $260 million in sales from NFTs.