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Nike and Vivienne Tam are kicking the AI ​​fashion revolution into high gear

Last week, Nike brought together a slew of athletes, media, investors and enthusiasts at its three-day gala in Paris, where the giant unveiled Project AIR – a platform that will leverage generative AI to design and finish personalized prototypes for athletes in minutes to push. . As part of the activation, Nike unveiled 13 AI-generated sneakers created alongside famous sports figures, including footballer Kylian Mbappé.

Nike wasn’t the only brand to harness the power of AI in design this week. Vivienne Tam, an outspoken proponent of Web3 technologies, announced a long-term strategic partnership with AI technology pioneer Altava to “explore the intersection of fashion and technology.”

AI-powered disruptor Mmerch is also putting its unique tech-first model into practice; this week the brand released its first collection of neocouture pieces to the world. Will the newcomer’s high ambitions, as a proof of concept drop, pay off?

Vivienne Tam partners with gamified social commerce platform Altava to strengthen its digital roadmap.  Photo: Altava
Vivienne Tam partners with gamified social commerce platform Altava to strengthen its digital roadmap. Photo: Altava

What happened: Chinese fashion designer and NYFW star Vivienne Tam has entered into a strategic partnership with AI fashion technology company Altava. To kick off the initiative, Altava developed an immersive CGI video that served as the backdrop for Tam’s latest collection at Palais de Tokyo.

Details of the wider partnership will be revealed later this year, with the collaboration promising to ‘unlock new avenues for creative expression’.

The verdict: Altava, a vertical AI startup founded through the LVMH La Maison des Startups program, is consolidating its reputation among luxury powerhouses. The company’s partners so far include Balmain, Clarins, Fendi and Prada.

That’s why this tie feels like a natural fit. One of the first figures in fashion to champion technologies like NFTs and AI, Tam regularly combines innovation with cultural heritage, both on and off the runway. Through her collaboration with Altava, the designer has more opportunities to expand that vision and rejuvenate AI in design.

Hugo Boss has launched a virtual shopping spot in Bali.  Photo: Emperia
Hugo Boss has launched a virtual shopping spot in Bali. Photo: Emperia

What happened: Hugo Boss partners with virtual shopping developer Emperia to launch a new immersive shopping destination. Based on the real-life Boss House Bali, a villa designed by architect Alexis Dornier, the brand invited a select group of Hugo Boss Experience members, VIP clients, media and key tastemakers from the Asia-Pacific region to explore. Now a virtual counterpart of the villa has been opened to the public.

Visitors can view and shop men’s, women’s and fragrance collections, participate in gamified activities and book a physical stay at Boss House Bali.

The verdict: Hugo Boss’ bold approach to the emerging technology landscape has consistently made headlines this year. However, keeping an eye on so many Web3 projects requires a careful effort to ensure that each activation meets expectations.

In this case, the brand’s new retail-focused destination combines entertainment with commerce – a popular route for companies looking to expand their storytelling while keeping profits flat.

What happened: Move-to-earn app Stepn is working with Adidas on a collection of NFT sneakers. The collection, launched on April 17, consists of 1,000 pieces, featuring Stepn’s lightning bolt logo alongside Adidas’ iconic three stripes. These NFT sneakers were available for purchase through Stepn’s affiliated NFT marketplace, Mooar. Each pair is minted on the Solana blockchain, making its owner unique.

The verdict: The Genesis collection marks the first in a series of co-branded activities between Stepn and Adidas. The two will release additional physical and digital items in the coming year.

Web3 sneaker startups like Stepn are leaning on industry conglomerates for financial backing and access to more resources after a tumultuous few years for crypto and Web3.

“In line with its own Web3 roadmap, Adidas is investing heavily in the ecosystem’s emerging creators and brands, while also introducing its loyal customers to emerging models such as ‘move-to-earn’ – a concept that aligns with the wellness industry of $1.5 trillion.