The Hoofster: A Revolutionary Step in Fashion and Technology at Milan Fashion Week

At Milan Fashion Week, a unique blend of fashion and technology graced the AVAVAV runway, marking the debut of a distinctive shoe named the Hoofster. This innovative footwear, featuring crowdsourced design decisions and NFT functionality, is a creation of a partnership between AVAVAV and the Web3 design studio, OnlyEver.

The Hoofster’s Design:

The Hoofster, with its cloven-toed boot design and faux-fur overlay, resembles the hooves of a shaggy pony. It was co-created with the AVAVAV community, involving them in every aspect of the design process, from structure to color and materials. Even the name “Hoofster” was chosen through a community vote. The shoe can be worn with or without the faux-fur, revealing a sleek black leather underneath.

NFT Functionality and Blockchain Technology:

The shoe is embedded with a near field communication (NFC) chip, linking it to an Ethereum NFT. This connection establishes a digital twin for the footwear, featuring a certificate of ownership, design, and co-creation details, with more benefits to be unveiled as the project progresses.

Rocco Bressanin, the founder of OnlyEver, emphasized the importance of community and co-creation in the future of fashion. He stated, “By embracing blockchain technology and involving our community in the design process, we are pushing boundaries and challenging traditional norms.”

OnlyEver’s Expertise:

OnlyEver is a newly launched division of the luxury Italian design and production company RubensLuciano, renowned for its 35-year history in the footwear industry and collaborations with prestigious clients like Versace, Birkenstock, Calvin Klein, and Beyoncé’s Ivy Park. OnlyEver amalgamates physical production expertise with Web3 capabilities, ensuring seamless continuity between digital and physical design and swift realization of projects.

Availability and Price:

The Hoofster is available for presale on the OnlyEver website and is made to order for €750 (about $795), addressing overproduction issues in the fashion industry.

The Digital Transformation of Fashion:

Fashion weeks are no longer solely about physical appearances; technology has infused a new vibrancy into these events, providing a platform for emerging talents and extending creativity into the digital domain. This transformation has led to inclusivity, creative freedom, and excitement over the boundless possibilities ahead. The adoption of Web3 and NFTs by traditional brands has created a divide between conventional maisons and digital innovations.

AVAVAV’s Unique Approach:

AVAVAV’s show at Milan Fashion Week was notable for its humorous and unconventional approach, featuring models in scrappy-looking, unfinished outfits, reflecting a critique of the intense deadlines and propulsive nature of the fashion industry.

The Trend of Co-Creation:

Blockchain-linked NFC chips have become a trend, embraced by brands like Dior and Adidas. The fashion industry is witnessing an emerging trend of co-creation, with brands like Lacoste and Casio engaging with their Web3 communities in designing apparel and accessories.

Conclusion:

The debut of the Hoofster at Milan Fashion Week symbolizes the convergence of fashion and technology, emphasizing community involvement and co-creation. The innovative approach of combining distinctive design with blockchain technology by brands like AVAVAV and OnlyEver is paving the way for a new era in the fashion industry, where traditional norms are challenged, and creative boundaries are expanded.