Kering, the French conglomerate that controls luxury labels such as Gucci, Balenciaga, Bottega Veneta, and Saint Laurent, among others, began teasing a forthcoming initiative that would merge fashion and the new digital world.
The initiative, dubbed KNXT (pronounced “next”), aspires to be an intriguing, innovative project that combines luxury fashion with the burgeoning metaverse, non-fungible tokens (NFTs), cryptocurrencies, and other aspects of Web3.
Indeed, the trademark applications Kering submitted to the USPTO on July 5 allude to goods and services with a clearly Web3 focus, mentioning:
- Downloadable digital media, namely, digital assets, digital collectibles, digital tokens, and NFTs;
- Online retail store services featuring virtual goods;
- Electronic transfer of virtual currencies;
- Entertainment services, namely, providing online, non-downloadable virtual clothing, and accessories;
The KNXT website is already live, as well as its Instagram account, which boasts the tagline “Redefining the Future of Luxury Fashion.” “Coming soon.” So far, what has been posted appears to be a combination of futuristic and fashion designs that leave people guessing about what is to come.
Apparently, the group is working on something special that intends to ride the present trend while also including the next generation in a unique and original fashion experience.
