Australian designer Dion Lee is planning to launch his first non-fungible token (NFT) clothing collection called “Façade.”
The 550 unit drop will launch on October 18 and consist of five digital garments and two full looks. Each have been designed by Lee and then converted into 3D, universal format files by NFT artist Sam Walker.
The venture is part of the New York-based designer’s official launch into Web3 - a decentralised version of the internet - under the name “Dion Lee Code.”
Through the hosted NFT platform Bubblehouse, consumers can purchase Dion’s full digital looks or individual digital clothing items.
A percentage of all “Façade” proceeds will go to the Women’s Reproductive Rights Assistant Project (WRRAP), an NFP organization assisting women who are financially unable to pay for safe, legal abortions or emergency contraceptives.
Dion’s NFT range discovers the topic of constructed identity, through two genderfluid semi-sheer lace looks.
In conjunction with the digital collection, the project will bring other items for sale, including Dion Lee “Façade” merchandise, tickets to the brand’s upcoming NYFW runway show, access to VIP events, personal styling sessions and more.
The launch is in partnership with MA+Creative, a “new type of creative agency”. The agency launched their Web3 division in January 2022.
Dion Lee was established in 2009 in Sydney, Australia. It is a unisex designer brand now based in New York City.