Miss Figaro. - How would you define the metaverse?
Flower Pellerin.
- It's a cross between virtual reality and social network, a world of avatars in which we can interact with others, make purchases, and access all kinds of digital experiences.
For those who are familiar with video games, this is not so new.
Why are metaverses of interest to brands so much?
It is strategic to be present in these virtual universes, because people will spend a lot of time there, especially 12-25 year olds.
And even if these new generations do not necessarily have the budget to buy luxury items, it is important to establish a relationship with the brand, to get them used to an aesthetic or codes.
Read alsoKim Jones: "I don't know if the metaverse is a healthy direction"
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One of 10 NFTs from the SuperGucci collection, a collaboration between Gucci and Superplastic.
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How to reconcile the value of luxury and metaverse?
With the system of NFTs and the blockchain, we can organize scarcity, which is the very essence of luxury.
It is possible to offer limited edition items, only available in the virtual world.
On video, Creatures of the Web #15: Florence Porcel
Could digital fashion be an answer to fast fashion?
Its development may be able, at least in part, to quench the thirst for always possessing new things in order to show them off, at the risk of developing unreasonable patterns of consumption.
But, for me, it is the evolution of mentalities that will change the situation.
For years, some creators have been leading by example, many eco-responsible brands are developing, second-hand is booming, upcycling is progressing.
Technology is neither good nor bad, it's the way we use it and monetize it that can be.
Flower Pellerin
With the metaverse, we talk a lot about web 3.0, the “third age of the internet”…
Behind this new era, there is an ideological movement driven by the desire for users to regain power over their personal data.
We talk about “decentralized web”.
The 2000s were those of the advent of Gafam, these platforms that control everything.
In 2012, when I was a minister, I called for more regulation, and people said I was technophobic!
Today, we put a lot more pressure on the Gafam, but it is difficult to find a consensus at European level, even more so on a global scale.
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Virtual Nike x RTFKT sneakers.
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What do you say to those who are a little afraid of this future?
Technology is neither good nor bad, it's the way we use it and monetize it that can be.
In the years to come, there will be a huge issue of regulation and governance of metaverses.
We are entering a risk zone, it is imperative to protect our civil and fundamental freedoms.
But I remain optimistic, I think that public opinion will put pressure to curb the power of Gafam.
The metaverse offers endless possibilities for creativity, and 2022 is the year when innovations will unfold, especially in luxury.