In a world driven by technological advancements, is digitalization and the integration of Web3 technologies an inevitable evolution for luxury fashion brands? Dior has introduced the B33 sneakers. These sneakers, which complement the looks of the Dior Fall 2023 men’s collection conceived by Kim Jones, merges fashion and blockchain technology as each sneaker is accompanied by a “digital twin” NFT on Ethereum and an NFC chip-oriented verification system.
In recent times, top global luxury fashion brands have begun exploring the potential of integrating digital IDs to their physical goods, perceiving it as their commitment to traceability which ensures that consumers have confidence in the products’ authenticity and source, further reinforcing its values of transparency and sustainability. However it’s also getting ready for a new set of EU regulations. The European Commission will soon require fashion to give each item its own DPP as early as 2026 as part of a broader effort to push sustainability and transparency in industries operating in Europe.
Luxury fashion brands working on DPPs have generally begun with small implementations as they work out how to extend them more widely. French fashion house Dior is embracing digitalisation with its new range of men’s footwear, B33 Sneakers, as part of the Men’s Fall 2023 collection. This line merges the worlds of fashion and blockchain technology as each sneaker is accompanied by a “digital twin” NFT on Ethereum and an NFC chip-oriented verification system. A digital key encrypted using NFC technology is embedded in the sole of each right sneaker and provides access to a private, secure platform offering tailored services. Utilizing technology from the Aura Blockchain Consortium, users can verify the shoes’ authenticity certificate, gain insight into the various stages of production, and receive early notifications about upcoming sneaker releases. A select edition, limited and numbered, also includes a Digital Twin Collectible.
‘Each shoe has an NFC (near-field communication) chip in the sole of the right foot that gives access to a blockchain-based certificate of authentication. Scanning the NFC also will reveal information on the manufacturing process and future sneaker launch announcements…’ per Vogue Business. ‘…the first styles to be released also include access to an additional NFT: a “soulbound” token on the Ethereum blockchain that can’t be transferred from the wallet that mints it; it also includes a digital twin that can be worn on Snapchat and allows early, exclusive perks starting with the Spring 2024 collection.’
Dior Embraces Technology With B33 Sneakers’ NFC Chip
Before our lives propel forward full-throttle again, luxury fashion brands like Dior are quietly working towards designing a better future. Notably, the French fashion brand’s promotional materials avoid explicit references to blockchain-related terminology such as Web3 and NFTs, setting it apart from previous campaigns of parent brand LVMH which has proven itself as a pioneer in integrating blockchain technology within the luxury sector.
The launch of the sneakers was quietly announced with a tweet from the brand’s official Twitter account as “Sneakers Alert. Introducing ‘B33’ sneakers by Kim Jones, from the #DiorMenFall 2023 collection. Each pair is equipped with an encrypted key granting access to a secure platform and exclusive services.” So, while the precise path ahead for luxury fashion brands might still be unclear, its direction is not.
The world’s last great pandemic, which lasted from 1918 to 1919, ushered in one of the most progressive and creative decades of the twentieth century. This time around, the future of fashion is pointing towards an ethical, sustainable future with most answers pointing towards digitalisation. Dior’s future plans include implementing the technology in all future iterations of the B33 line. This could potentially be extended to other products as well.
10 Things You Didn’t Know About Dior – FAQs
1. Who founded Dior and when?
Christian Dior founded the iconic fashion house in 1946 in Paris. However, the official first collection debuted in 1947, instantly revolutionizing fashion with what became known as the “New Look.”
2. What was the “New Look” and why was it important?
The “New Look” featured cinched waists, full skirts, and accentuated busts, offering a hyper-feminine silhouette. It broke away from the war-era styles and redefined post-war fashion, symbolizing luxury and femininity.
3. Was Dior always about fashion?
Not just fashion—Dior expanded quickly. Parfums Christian Dior launched in 1947, with “Miss Dior” as the first fragrance, named after his sister Catherine. Dior was a fashion AND fragrance empire from the start.
4. Did Christian Dior believe in superstition?
Yes! Dior was deeply superstitious. He consulted a tarot reader regularly and incorporated lucky charms and symbols (like stars and lilies of the valley) into his designs and collections.
5. What’s Dior’s connection to royalty and celebrities?
Princesses, First Ladies, and celebrities have adored Dior. Princess Diana, Grace Kelly, Marilyn Monroe, and modern stars like Rihanna and Jennifer Lawrence have worn Dior, often exclusively.
6. Did Dior design only women’s fashion?
Not originally. Dior was solely focused on women’s couture until long after his death. It wasn’t until 2001, under Hedi Slimane, that Dior Homme—its men’s line—took off in a modern, edgy direction.
7. Who took over after Christian Dior died?
In a shocking turn, Yves Saint Laurent, Dior’s young assistant, took over the house at just 21 years old after Dior’s sudden death in 1957. It launched YSL’s legendary career.
8. What famous designers have led Dior?
Besides Christian Dior and Yves Saint Laurent, Dior has been shaped by design icons like Gianfranco Ferré, John Galliano, Raf Simons, and today, Maria Grazia Chiuri, the first woman to lead the brand.
9. Is there a Dior museum?
Yes! The Christian Dior Museum is located in his childhood home in Granville, France. It houses vintage pieces, sketches, and rotating exhibits honoring the legacy of the brand and its founder.
10. What makes Dior different from other luxury brands?
Dior is one of the few brands that bridges couture and commercial fashion successfully.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
