Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Jason Wu Releases Wearable NFT Gown With DressX

White chiffon gown with grey lace appliqué displayed in a black case.
Michelle Obama wore a Jason Wu-designed asymmetrical gown to her debut as First Lady at the presidential inauguration ball in January 2009. (DressX/Jason Wu)
By
  • Clay Morris

Digital fashion maker DressX has partnered with American brand Jason Wu to release a wearable NFT of First Lady Michelle Obama’s 2009 Inaugural Ball gown, the companies announced.

The NFT, called “The Dream,” is a precise digital twin of the original gown by Wu, and will be available for purchase exclusively via DressX on Wednesday, July 13. The owner of the NFT will be able to wear the dress digitally and receive two tickets to the brand’s show at New York Fashion Week in September.

“The Dream” is Wu’s first NFT.

“Fashion is always evolving and changing and as a fashion designer, I evolve with it,” the designer said in a statement

ADVERTISEMENT

He joins the league of luxury brands that have forayed into the NFT industry in recent months, such as Balenciaga, Prada and Thom Browne, who all announced partnerships selling digital outfits with Meta in June.

Learn more:

How Brands Are Using NFTs to Keep Customers Hooked

Brands like Adidas, Gucci and The Hundreds are finding the tokens are a great way to reward their superfans. But maintaining that loyalty can be hard work.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.

Why Luxury Is Warming Up to Lab-Grown Diamonds

Brands including LVMH’s Fred, TAG Heuer and Prada, whose lab-grown diamond supplier Snow speaks for the first time, have all unveiled products with man-made stones as they look to technology for new creative possibilities.


The New Backlash Against Social Media, Explained

Social networks are being blamed for the worrying decline in young people’s mental health. Brands may not think about the matter much, but they’re part of the content stream that keeps them hooked.


How Coach Used Data to Make Its Tabby Bag a Hit

After the bag initially proved popular with Gen-Z consumers, the brand used a mix of hard numbers and qualitative data – including “shopalongs” with young customers – to make the most of its accessory’s viral moment.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024