The new trends emerging in the fashion industry opens a whole lot of different avenues for brilliant designers and creative directors to channel their creativity to reinvent and explore opportunities. As great fashion houses strive to stay relevant in this age, one iconic fashion label set its brand to new heights as it ventures into a community-driven fashion platform powered by blockchain technology. Alexander McQueen is now using Blockchain to maintain brand authenticity while focusing on new crop brands, “Web 3.0.”
Fashion house Alexander McQueen has launched its MCQ label powered by a blockchain platform to ensure authenticity https://t.co/eg9hpbAU7O— Cointelegraph (@Cointelegraph) September 4, 2020
This integration of Blockchain technology to the fashion scene sparks the beginning of a new and exciting era of collaboration and creativity. This fusion brings great fashion houses closer to people rather than the product itself. Alexander McQueen launched a unique brand called MCQ on September 3, powered by a blockchain-based platform. This new technology-driven label enables both designers and consumers to securely register and trade clothing like never been done before. This brand, according to Cointelegraph, isn’t controlled by few designers, but rather each piece of clothing comes from a hand-picked selection of budding creatives, bringing together a community of like-minded individuals.
This blockchain-backed fashion design has much more to offer in the business rather than just being leading brand apparel. It gives a chance for all of its stakeholders - including brand - participants, collaborators, correspondents, and collectors to streamline customer experience by using its digital platform MYMCQ. Everledger is the startup behind the MYMCQ system and the first company to work on a blockchain-NFC protocol that enables people to interact with physical garments and claim ownership of it through a blockchain. The team developed the customized version of Hyperledger to help MCQ ensure that the platform records each piece of clothing listed for purchase with acute precision.
Everledger shared with Cointelegraph that each MCQ clothing piece will carry a unique identity that’s listed on the blockchain. Once a secure and permanent digital record of each item is registered, consumers can see the clothing’s lifecycle, from its production stage to which collection it falls under, even allowing customers to learn about its resale history.
Our partners @mcq are launching MYMCQ on 3 September. MYMCQ, created by Everlegends, is integral to the concept of the brand, a true revolution in the fashion industry. This lyrical video poem by Abondance Matanda sets the tone for the launch next week: pic.twitter.com/ifdjqIckdZ— Everledger (@everledgerio) August 27, 2020
This collaboration highlights Web 3.0. What does it do, and what is all about? Web 3.0 brands, according to TheCoinRepublic, is a remarkable techno-social revolution in the 21st century, aspire to give netizens a greater degree of agency through more decentralized, transparent, and privacy-preserving protocols such as Blockchain. It encourages sharing and distribution of content and creating values to enrich the industry, without targeting people as products.