The spring/summer 2024 edition of Milan Fashion Week was an amalgam of elevated luxury fashion presentations, opulent parties in palazzos and rooftops, and digital fashion events.

It kicked off with the “Web3 x Fashion” event, a brainchild of the European Web3 Organization, BananaCorp, and AKQA. Esteemed luxury fashion houses such as Prada, Dolce & Gabbana, Balenciaga, Moschino, Armani, Loro Piana, Valentino, Bally, Ray-Ban, and others participated, alongside prominent Web3 firms including Ledger, Tokenproof, Bored Ape Yacht Club creator Yuga Labs, and World of Women.

What immediately caught my attention was the absence of digital fashion projects. It appeared that this event opted to concentrate on the challenges of luxury brands concerning blockchain and other emerging technologies, rather than seeking solutions from the new wave of fashion creators.

“We do not speak your language and terminology,” said Mario Didonato, Group Digital Director at Prada Group, during one of the panels.

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Author: Leila Ismailova

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