Hermes reveals plans for Metaverse fashion shows, crypto and NFTs.

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Luxury brand Hermès is laying the groundwork for its entry into the Web3 after filing a trademark application covering NFTs, cryptocurrencies and the Metaverse.

According to an Aug. 26 filing with the United States Patent and Trademark Office (USPTO), the trademark covers downloadable software for viewing, storing, and managing virtual objects, digital collectibles, cryptocurrencies, and NFTs “for use in online worlds.” .

It also filed trademarks for “retail store services offering virtual goods” as well as fashion and trade shows for “online virtual, augmented or mixed reality environments” and “providing an online marketplace for buyers and sellers of virtual goods.”

The new trademark application comes months after he filed a lawsuit in January against MetaBirkins founder Mason Rothschild, who used the brand’s Birkin name to make money from sales and commissions for the NFT Metabirkins collection.

In its 47-count legal complaint against Rothschild, Hermes alleges that the MetaBirkins brand simply rips off Hermes’ famous Birkin trademark by adding the generic prefix ‘meta’ to the famous trademark Birkin, thereby creating the illusion that it is a MetaBirkins brand. Part of the luxury Hermès Birkin brand.

Related: Metaverse is a key factor in the long-term success of NFTs, says a new study

The case against Rothschild may be one of the reasons why the company has moved to provide its own protections covering products and tokens related to Metaverse, crypto and NFT.

The luxury brand won’t be the first or the last to make moves in the Metaverse.

Earlier this year, Decentraland’s Metaverse Fashion Week, a four-day digital fashion event showcasing wearables on virtual runways, featured luxury brands including Dolce & Gabbana, Etro, Tommy Hilfiger, Estee Lauder and Elie Saab.

Last month, according to data from Dune Analytics, brands including Nike, Gucci, Dolce & Gabbana, Adidas and Tiffany accumulated $260 million in sales from NFTs.