The superpowers of luxury

Cristina D’Agostino

By Cristina D’Agostino17 février 2022

Until now, a luxury object has been more attractive for its aesthetics, quality and desirability than for its functionality. But what if the trend was reversed? Will we buy luxury for its superpowers tomorrow? While the question is still in the realm of fiction, the trend is already beginning to shift. In the metaverse, it is now customary to dress in style to play. Louis Vuitton, Balenciaga, Gucci, Burberry and many other luxury brands have understood this and offer a complete range of accessories to "our" avatars. But even better, because much rarer and more desirable, some digital wearables offer superpowers that can conquer new worlds. Sneakers that allow us to run faster, stylish armours that propel us to higher levels? The coveted virtual object is obtained by the sweat of our digital brow or the encrypted wallet, but real nonetheless. And prices are skyrocketing, with the stylish digital accessory with superpowers being the ultimate grail for the game player. Without going so far as to claim that we will actually spend time gaming in a 3.0 life, real luxury items already come with extra powers, the latest Hublot Big Bang Unico Ledger watch comes with a private digital key to store its NFTs.

According to the latest Bloomberg Intelligence report, the metaverse will already be worth more than $800 billion by 2024.  A market with a probable "superpower of development", which the luxury industry does not want to let slip away.

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