From Tod’s to Balenciaga, NFC chips are luxury’s secret weapon ...Middle East

After taking a more scaled-back approach to Web3 tech, Balenciaga is ripping a leaf out of Puma and Diesel’s book by connecting its products to their very own digital soundtrack. This week, the maison’s Balenciaga Music division announced that its latest collection will be embedded with near-field communication (NFC) chips, which, when scanned, unlock access to an exclusive song. In other Web3 news, contemporary cordwainer Tod’s is the latest luxury player to join the OTB-backed Aura Blockchain Consortium as more brands prepare themselves for the next era of digitization. Lacoste is also fine-tuning its virtual presence as part of its 90th-anniversary fête. The brand has launched a new immer

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