NFTs were a common thread throughout New York Fashion Week 2022.

After today, the 2022 edition of New York Fashion Week comes to an end. Over the course of the five-day event, we saw some of the biggest names such as Michael Kors, Tory Burch, Tommy Hilfiger and Tom Ford debut new looks for Fashion 2023 and beyond. But the main theme of all the exhibitions held at NYFW? Web3.

Over the past five days, some of the world’s biggest brands and designers have launched Web3-focused projects and initiatives. Brands are moving towards ‘phygital’ offerings that blur the lines between the physical and digital worlds, and the fashion industry is uniquely positioned to take full advantage of this trend.

The fashion industry has dipped its toes into Web3 and NFTs in the past few months. For example, modeling agency Photogenics launched a Metaverse-ready avatar class earlier this month. Additionally, Gucci branches began accepting crypto payments in August. And, at this year’s New York Fashion Week, attendees were treated to a glimpse into the fashion industry’s Web3-based future. So here’s a quick roundup of the most popular web3 future projects announced at New York Fashion Week this year.

Postpaid ‘Keys’ to New York Fashion Week 2022

For those wondering how to get into this year’s New York Fashion Week, Australian fintech company AfterPay has created a way to make it more accessible: NFT “keys” to this year’s festivities. For this year’s NYFW, AfterPay partnered with five fashion designers to create NFT “keys” that doubled as access to exclusive IRL experiences.

Among the crop of designers AfterPay has worked with to make this collection a reality are ALTA, anOnlyChild, Jonathan Simkai, Kim Shu, and Blund. Featuring NFTs inspired by each designer’s upcoming Spring and Winter 2023 collections, owners can choose to receive exclusive NYFW events with their keys, digital accessories or limited-edition merchandise to distribute in person at the event.

Tommy Hilfiger issued NFT to all New York Fashion Week attendees.

In addition to showcasing his upcoming collections at this year’s NYFW, Tommy Hilfiger also took the opportunity to unveil Rove: his new Web3 studio and media launch pad. Touted as a “seamless” way for “brands, creators and artists to launch Web3 products and experiences” on the site, Rove hopes it’s another bridge luxury brands will use to enter the Web3 space.

As part of Rove’s launch, Tommy Hilfiger held an activation that allowed NYFW attendees to seamlessly create crypto wallets and receive the new NFTs at the event. All attendees tap their phones to receive these NFTs NFC stickers are pasted on the walls of all the activation areas.

So what exactly did Tommy Hilfiger deliver on activation? Tommy Hilfiger himself uses a Polaroid camera to create a Warhol-esque print of NFTs. A fitting image to sum up Tommy Hilfiger’s fashion show at NYFW, ‘Tommy Factory’ was conceived as a tribute to Warhol, who built some of his most pioneering works in the 20th century art world.

Puma launched a meta-contrast experience at NYFW

Sportswear brand Puma debuted big at NYFW — and no, it’s not the shoe, reinvented. Highlighting the sportswear brand’s “Footgrade” show at NYFW is Black Station – a dynamic experience for the recently developed Nitropass NFTs. Dubbed “PUMA’s home in fashion for our innovative designs,” Puma CBO Adam Petrick said in a press release, Black Station hopes to recapture the brand’s power at a higher level.

In this way, Puma’s Metaverse experience gave participants the opportunity to experience the work of Puma designers “without the constraints and constraints of our shoe production process,” said Heiko Dessens, Puma’s head of innovation, in a press release. By logging into Black Station, NitroPass owners can receive one of two NFTs – one linked to Puma’s recently announced Nitro NFRNO and Nitro Fastroid sneakers, or an NFT linked to an exclusive IRL experience. To receive physical sneakers at the event, NFT holders simply burned NFTs, and received the shoes in return.