Luxury fashion house Louis Vuitton has taken a bold step in its Web3 strategy by launching its own Discord server, aiming to enhance its connections with its online communities, with a particular focus on its NFT (Non-Fungible Token) holders.
The Louis Vuitton Discord server is designed as a chatroom, offering a range of discussion threads. Among these, there’s a space for general conversation and one dedicated to the latest innovations available on the platform. In addition, members will have access to a set of new Louis Vuitton-themed emojis featuring the brand’s iconic emblems, enhancing the server’s interactive experience.
What sets this Discord server apart is its exclusive content for NFT holders. Specifically, discussions and content will be accessible only to individuals who hold NFTs from Louis Vuitton’s Via NFT project. The Via NFT community will also be invited to participate in the development of new concepts, enriching the NFT experience, as noted by Vogue Business.
The Via project was initially unveiled in June and featured the launch of a Treasure Trunk token that was exclusively available to selected private sale participants, as per the brand’s website. These participants will embark on a unique journey where they can collect digital keys to unlock a series of collectibles. The first of these collectibles is an orange monogram duffle bag, which made its debut during Pharrell Williams’s first men’s runway show as creative director for Louis Vuitton.
Louis Vuitton’s entry into Discord follows in the footsteps of other luxury fashion brands like Gucci and Prada, which have previously established their Discord servers. However, Louis Vuitton’s Discord strategy, which includes token-gated channels, is expected to have a positive impact on brand-consumer communication, according to Matt Maher, the founder of M7.
While Louis Vuitton explores Web3 solutions, it also continues to attract customers to its physical and online stores. Recently, the fashion house appointed Felix Lee, a member of the popular Korean boy band Stray Kids, as its latest house ambassador, aiming to captivate global audiences with his unique creative energy. This move demonstrates Louis Vuitton’s commitment to remaining at the forefront of fashion and technology trends.
