French luxury fashion brand Louis Vuitton adds profile picture (PFP)-inspired non-fungible token (NFT) rewards to its mobile app game Louis: the game†
First introduced in August 2021, Louis: The game lets players enter a virtual world where they can dress up their brand-inspired avatar named Vivienne and collect postcards informing them about the brand’s 200-year history.
According to Vogue Business, which first reported the story, several new quests and NFT rewards have been added to the game. By collecting a certain number of free NFTs in the app, players can qualify for an NFT raffle – which runs until August 4, the brand’s birthday.
Players also have a chance to win one of ten NFTs featuring Vivienne dressed in a variety of styles. The NFTs will be transferable across multiple platforms.
The NFTs were created in partnership with Wenew Labs, a startup company run by renowned digital NFT artist, Beeple, and minted with Louis Vuitton’s Ethereum wallet. Louis: the gamea free download available on Android and Apple has been downloaded more than two million times, according to the brand.
Fashion rushes to the Metaverse
Louis Vuitton is far from the only fashion brand investing heavily in NFTs and the metaverse. In March, the popular decentralized metaverse Decentraland hosted the first fashion show in its virtual world. Attendees could watch virtual runway events and purchase digital apparel and accessories in the form of NFTs.
The event attracted several big names in the fashion world, including Dolce & Gabbana, Hugo, Forever 21, Jacob & Co, Selfridges, Franck Muller, Garrett Leight, Cavalli, The Fabricant and Tommy Hilfiger.
The metaverse — worlds built for virtual and augmented reality — is estimated by Bloomberg Intelligence to be an $800 billion market opportunity, so it should come as no surprise that brands are investing heavily in the space. And as users enter the metaverse using digital avatars, it goes without saying that they would like those avatars to be fashionable.
For fashion brands and designers, the low cost of producing virtual fashion and opening stores in metaverses such as Decentraland and The Sandbox are attractive. So is the opportunity to attract younger Generation Z consumers who have invested more in digital and virtual spaces.
Time will tell if Luis Vuitton’s NFT rewards will boost gaming activity and sales, but the company’s latest move shows it is fully embracing NFTs and the metaverse. We’ll be watching for more moves from Vuitton in the burgeoning but steadily expanding NFT space.