Copenhagen Fashion Week is in full swing, kicking off what could be the first physical fashion month since before our dear friend COVID-19 entered the picture last year. Brands including 7 Days Active, Stine Goya, Baum Und Pferdgarden, Helmstedt, and more have put on exciting shows, bringing fashion's elite to the Danish capital. This season not only clothes are showcased, but NFTs, too.
One of Copenhagen's most well-known labels is Soulland, with collaborations with Nike, Playboy, and more under its belt, and for Spring/Summer 2022, Soulland is presenting an entirely new look from the collection as an NFT, which will be available in three different drops. The collectibles will also see one buyer get the chance to receive their look physically, not just in the digital format. The launch makes the label one of the first to present looks in this new format, with the NFT market only continuing to grow and infiltrate all industries.
The SS22 collection also saw the label team up with sportswear label LI-NING to create two pairs of sneakers, one white pair featuring a translucent upper as well as a dark grey pair with a hiking-inspired look. The collection dubbed "Love and Tragedy" was presented in CPHFW's biggest locations and marked one of Soulland's biggest shows yet, and also marks the label's first venture into the NFT market.
It remains to be seen whether other brands will follow suit. We've already seen a handful of luxury giants tap into the NFT market and blockchain technology, including Burberry, Louis Vuitton, and more, and with multiple fashion weeks coming up, there's no doubt we'll be seeing even more overlap between fashion and technology.
Starting August 13, Soulland fans can purchase the digital look as an NFT from The Dematerialised.