Maison Margiela Bridges Digital and Physical with MetaTABI

After the launch of a gaming experience late 2023, Maison Margiela keep on investing in web3 with a new operation :  MetaTABI NFT Collection

Read our article and analysis about Maison Margiela’s gamified NFT operation

This boundary-pushing initiative represents a seamless convergence of the brand’s iconic design legacy and the boundless possibilities of web3 and the metaverse.

The MetaTABI collection is a groundbreaking collaboration between Maison Margiela and The Fabricant, a pioneering digital fashion house at the forefront of this burgeoning industry. 

Together, they have brought to life Margiela’s signature split-toe Tabi boot in a way that transcends the physical realm, merging haute couture with cutting-edge digital innovation.

At the heart of this collection are two distinct editions that cater to different levels of exclusivity and utility. 

The ultra-rare MetaTABI White is limited to just 15 pieces, each accompanied by a hand-crafted physical Tabi boot featuring a stunning golden foil animation – a true testament to Margiela’s revered craftsmanship. 

Margiela MetaTABI NFT

The limited edition MetaTABI Black, on the other hand, comprises 1,500 pieces, with each owner receiving a customized Margiela leather wallet engraved with their unique crypto wallet number.

Margiela MetaTABI NFT

However, the MetaTABI collection extends far beyond mere digital collectibles or physical products. It represents a gateway to a truly immersive and multi-dimensional luxury experience. Owners gain access to a suite of augmented reality (AR) activations, enabling them to virtually try on their Tabi boots and explore new frontiers of fashion expression.

But the real magic lies in the integration with popular metaverse platforms like Ready Player Me and The Sandbox. 

MetaTABI holders can flaunt their exclusive digital wearables within these virtual realms, allowing them to showcase their impeccable style and taste to a global audience of like-minded fashion enthusiasts.

Maison Margiela

Stefano Rosso, Chairman of Maison Margiela and CEO of BVX (the web3 center of excellence for parent company OTB Group), underscored the significance of this endeavor, stating, “In a time where we are seeing technology being integrated more and more with the physical world, it is fundamental for the luxury industry to experiment and explore these digital realms.”

Furthermore, the MetaTABI collection serves as a “mint pass,” granting priority access to Maison Margiela’s forthcoming web3 projects spanning limited-edition phygital products, virtual experiences, and exclusive collaborations. 

This move ensures that MetaTABI holders remain at the vanguard of the brand’s innovative web3 journey, enjoying a privileged position within Margiela’s burgeoning digital ecosystem.

Margiela MetaTABI

The MetaTABI drop, powered by Aura Blockchain Consortium’s. By bridging the physical and virtual realms, the brand is catering to the evolving needs and desires of its web3-native clientele while simultaneously introducing its iconic designs to a whole new generation of fashion enthusiasts.

As the boundaries between virtual and real-world fashion continue to blur, Maison Margiela’s MetaTABI collection stands as a testament to the brand’s unwavering commitment to innovation and its ability to reshape the luxury landscape through cutting-edge web3 marketing initiatives.