Warner Records’ first K-pop act, aespa and The Dematerialised, an experiential marketplace for digital goods, have joined forces to present an excellent multi-faceted creative collaboration. Created by AESPA members and their respective avatars, æ-aespas, a digital capsule collection and editorial series represent a new nexus for counterculture, music, fashion and the web3.
These powerhouse brands have created a digital capsule collection that includes exclusive æ-pets, fashion accessories and exclusive apparel. “Fashion has always been an integral part of who we are, and we loved the whole process of designing clothes, accessories and accessories with our friends at The Dematerilised,” said ASPA members Karina, Winter, Ningning and Gisele.
On their favorites from the collaboration, ASPA principal dancer Karina told Hypebbe, “I love that we all wear different types of denim in our digital capsule collection. It’s a really fun and cohesive look.” Lead vocalist Winter added, “My hair is a big part of who I am, and I love changing styles and accessories for different occasions. In the photo! I can’t wait to see our fans wearing it and other accessories through the AR filter.”
Meanwhile, lead singer Ningning said: “Fashion is a creative outlet for me, and I like to experiment with different styles and textures. I really liked the description, so when The Dematerialized suggested a bold tie-in, I immediately said yes. i am. I’m very happy with how my whole look turned out!” Rapper GISELLE of the group “Besides our clothes and accessories, I love the super cute A-Pets that we created based on our characters. Some are beautiful, others are cruel, and I want them all!”
The exclusive collection is now available to purchase via The Dematerialised’s website. To celebrate the launch, Hypeba had the opportunity to speak with Marjorie Hernandez, Co-Founder and Chief Product Officer at The Dematerialised, the ultimate digital fashion and music collaboration of the 22nd century.
Keep scrolling to read the full interview.
How does a collaboration between a leading Web3 marketplace and a female South Korean music group come about?
Dematerialized and aespa are both industry-leading, creative forces that are now pushing the boundaries of Web3 and K-pop together. We have been working together with this Paper magazine It was very encouraging in the creative process of this collection. Our visions are beautifully aligned, and this collection will be a history-making moment. It’s an amazing opportunity for fashion, music and technology to come together on the new digital lifestyle platform, and Asepa is setting a precedent for the music industry as a whole, exploring the unique ways in which creative industries collide on Web3.
Why did ASP seem like the perfect fit for the project?
Acepa is known around the world for their inspiring creativity and self-expression. They constantly capture the creative spirit and truly represent the future of music and fashion! We are very proud to share those values at Dematerialised so it was a pleasure working together on this project. aespa is the leading female group with virtual versions of themselves and an entire virtual world in the metaverse, and we’re excited for all of our communities to come together to experience this unique collection of edits and virtual worlds.
Web3 in the fashion industry has grabbed media headlines over the past few years. However, musicians have used the space in different ways. What is your prediction for the future of the music industry in the metaverse?
One of the biggest revolutions the music industry has seen is the advent of Web3. Relationships between fans and artists are being fully defined, and on-chain relationships allow for fostering relationships in our physical and digital worlds. Loyal fans and communities can engage directly with artists and tap into their support and engagement in new ways through tokenism and virtualization. Immersive experiences in the music industry transcend the boundaries of physical reality and become accessible to all.
What is the creative process behind the collection, and what do you hope to convey with it?
The creative process behind this collection was a collaborative effort between AASP and SM Entertainment. Paper magazine, Warner Music Group and Disabilities. The polygon-based digital capsule and editorial series is centered around ASPs and their virtual selves, the æ-aespas. Blending pop-punk influences and the world of Web3, the creation taps into the signature cues, traits and personalities of Karina, Ningning, Winter and Gisele.
How can digital collections encourage self-expression and creativity in young audiences?
Digital collections enable new forms of self-expression where users can wear creative designs that are not limited by the boundaries of our physical dimensions. Digital fashion will transform the post-purchase experience where consumers can now take a timeless journey with clothes that can come to life in a unique way and can be explored through AR, VR and digital worlds. Designers are now creating collections that are worn by all audiences, which we can only say in the past. Each fan and user can explore individually in a unique way that suits their personal style.
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