Marketing Featured Southeast Asia

Charles & Keith jumps into metaverse, joins virtual fashion week

Singapore — Fashion company Charles & Keith has announced several developments in its efforts to embrace the metaverse. The company unveiled it will join the first-ever Metaverse Fashion Week (MVFW) hosted on the 3D world browser-based platform Decentraland from 24-27 March 2022. The brand has also partnered with crypto payments platform TripleA to launch a cryptocurrency enabled payment method on its e-commerce site.

The Charles & Keith booth in the MVFW festivities in Decentraland will be open to fashion fans until April 14. There, they can check out the booth with its different digital representations of Charles & Keith’s icon of the season: the candy-coloured Koa shoulder bag, and playful tie-up Alex sandals. Avatars can explore the pop-up to view the Spring 2022 campaign video and try on digital wearables akin to a physical store experience. Guests also have the option to click through to the fashion company’s website to purchase physical products of what their avatars are wearing.

To kick off MVFW, Charles & Keith will welcome the first 1000 avatars to visit the booth with complimentary Koa bag and Alex sandals wearables. Back in the real world, twenty exclusive micro Koa bags are also up for grabs. Fans simply have to take a screenshot of their avatar at the CHARLES & KEITH booth and post it on Instagram or Twitter to stand a chance to win the limited-edition accessory.

In the vein of embracing this new digital era, Charles & Keith is also one of the pioneer fashion brands to offer cryptocurrency as a transaction mode on its e-commerce platform. This new service caters to customers who own cryptocurrency and are seeking additional channels where they can purchase goods and services using their investments. Customers with existing wallets simply have to scan a QR code at checkout to make payment with their cryptocurrency.

The brand’s partnership with TripleA allows its customers to pay using accepted coins like Bitcoin, Ethereum and Tether USDT.

This initiative marks the brand’s first foray into digital currencies and will be rolled out in Singapore, the United States, Australia, Canada, Malaysia, the United Kingdom and Europe during the initial launch phase in H1 2022.