How Mugler and Balmain are enriching the consumer experience via emerging tech ...Middle East

It’s been a rocky road for the Web3 lexicon this year, with terms like “metaverse” and “NFT” losing their luster. In response, luxury labels are opting for language that’s a little less loaded — cue digital passports. Essentially an NFT, the past 11 months have seen brands including Loro Piana and Panerai incorporate blockchain-based digital passports into their products to combat counterfeits and bolster consumer offerings. French fashion house Mugler is the latest to follow suit. In other news, emerging tech embracer Balmain has introduced a new 3D fit function on its site to help lower customer returns and reduce its carbon footprint, while Boss’ fragrance division has entered Gen Z goldm

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