Bored Ape Yacht Club was launched in April 2021 with the distribution of 10,000 unique NFTs. This collection of digital apes, living on the Ethereum blockchain, has since become a highly exclusive and aspirational decentralized community. What does its success tell us about brand identity?

French fashion studio AZ Factory has released a line of luxury t-shirts, each one embroidered with a link to a unique NFT. As people become increasingly comfortable with NFTs and their popularity crosses into different sectors, brands are getting creative by playing with them across industries.

Balmain is collaborating with Barbie to create a ready-to-wear genderless line inspired by the doll's aesthetics with an NFT of dolls wearing Balmain apparel available for auction. The move demonstrates the value of nostalgia while simultaneously updating classic iconography with modern values.

How can apparel brands respond to shoppers’ shifting priorities? Why is digital fashion such a potent tool for self-expression? How is DE&I disrupting the fashion industry? In this part of the 2022 Expert Outlook, we speak to three experts about how values regarding style have changed forever.