Design and fashion studio, RTFKT, has partnered with luxury fragrance brand, Byredo, to create ‘Aura’, which RTFKT says are “NFT elements that are blended like an alchemist to create one of 350 unique perfumes that are then forged in real life.”
Dubbed ‘Alphameta,’ the metaverse perfumery collaboration will see the creation of wearable digital perfumes, customized physical and digital scents, and NFT-connected near field communications (NFC) tags on physical perfume bottles.
Byredo and RTFKT
Byredo and RTFKT will work with Parisian art directors M/M, to visually depict 26 ingredients representing emotions such as sharpness, harmony, ingenuity and virtue, which will then be made into limited edition NFTs. They will be wearable through RTFKT’s “avatar ecosystem.”
RTFKT x @Byredo
Perfume coming soon 👁🗨https://t.co/k6ItpR9now pic.twitter.com/fs3iQunfMT— RTFKT (@RTFKT) June 10, 2022
Wearable perfumes will be airdropped to random CloneX NFT avatar holders and will unlock a wearable Aura clone.
Collectors will be able to combine the digital ingredients to create a physical fragrance, with a maximum of 2,000 scents. Physical bottles of the fragrances will then be produced, individually numbered and connected to their NFT ingredients with an NFC tag.
RTFKT and Nike’s upcoming Cryptokicks sneakers will also come with an NFC tag connected to their corresponding NFTs.
“I liked the idea of dissecting it down to the raw material,” says Byredo founder and creative director Ben Gorham in a statement. “A single scent is incapable of representing this virtual world, so we formulated a lexicon of elements that collectors can combine at will to make something totally unique.”
Byredo was acquired by Spanish fashion and fragrance company Puig in a $1.07 billion deal in May. The brand is known for its luxury perfumes and produces leather accessories and makeup. This is Byredo’s first metaverse project, and RTFKT’s first fragrance interpretation.
Coming soon. https://t.co/vVqsgVyibx#alphameta @RTFKT @benitopagotto @mmparisdotcom @BenGorham pic.twitter.com/V3OxCJ64BV
— Byredo (@Byredo) June 10, 2022
Beauty brands have attempted to visually interpret beauty products in the metaverse. Estee Lauder launched its NFT virtual serum for Metaverse Fashion Week in Decentraland to give avatars applying the serum a “radiant look.”
Clinique recently gave Daz 3D’s NFT avatars a makeover by collaborating with makeup artists to create makeup looks. Givenchy also recently introduced its Beauty House on Roblox, which allows visitors to apply makeup to their avatars.
More details on the launch of the NFT wearable perfume will be announced in July.
About RTFKT
We are a creator-driven organization. RTFKT uses the latest in game engines, NFT, blockchain authentication and augmented reality, combined with manufacturing expertise to create unique sneakers and digital artifacts.
About Byredo
Byredo is a European luxury brand founded in Stockholm in 2006 by Ben Gorham, with the ambition to translate memories and emotions into products and experiences.
Byredo is reinventing the world of luxury through a new approach, in which creation is driven by emotions, expressing a complete and unlimited brand universe.
Byredo conceives objects using the highest quality materials available, and high-end design details to fuel a renewed approach to modern luxury.
Byredo creates and develops a range of products such as fragrances, make-up, home, leather goods and accessories, and sells in over 40 countries in an exclusive network of very high-end worldwide.
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