GM, BFF: High-tech, meet high fashion

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The future of fashion is here — and it's both digital and generative.

Last week, Adobe set the stage for a fashion revolution with Project Primrose, a groundbreaking development in the world of clothing and technology. This digital animated dress is more than just a fashion statement; it represents a convergence of art, technology and creativity.

Of course, we in Web3 knew this day was coming, but we can’t help but feel a bit hopeful that the dress’s debut may have helped Web3 non-believers see the vision, too. 

At Adobe MAX 2023 in Los Angeles, research scientist Christine Dierk introduced and modeled her interactive dress, describing it as a "digital dress that brings fabric to life." The garment challenges the boundaries of traditional clothing with its ability to change not just its colors, but also patterns, with the press of a button or even through embedded motion sensors.

Dierk's live demonstration was magical: The dress transformed before the audience’s eyes, going from cream to metallic silver and then evolving into various eye-catching patterns. The audience gasped and applauded at the dress's ever-changing appearance — a very Wizard of Oz, horse-of-a-different-color moment.

Image source: X (Twitter)

So, what does this mean for the fashion world? 

Well, we may be biased, but we believe the implications could be massive. 

Project Primrose is an example of the power of generative AI in fashion, where designs can be created, customized and changed in real-time to allow for better personalization and versatility. Digital fashion has the power to change the way we shop, design and wear clothing, blurring the lines between the physical and digital worlds.

It’s also clear the ripple effects of this innovation extend beyond just fashion. Use cases like a generative AI dress intersect with the purpose behind NFT technology, making a strong case for tokenization in any industry that centers design. With Project Primrose, fashion becomes more than just wearable art; it becomes a digital asset, potentially tradable and, at the very least, eligible for digital provenance that tracks its origins, history and ownership data. 

So what do you think? Does showcasing the potential of generative AI with projects like Project Primrose make the case for NFT technology?  In addition to attracting a few “oohs” and “ahhs” — does it actually promote the Web3 ecosystem?

Nothing is certain, but let’s just say we eagerly await the day when our wardrobes are filled with interactive, dynamic and ever-evolving pieces. 

Stay fashionable and tech-savvy, BFFs. ✨

Catch Up Quick

🔊 How do artists create meaningful NFT drops? Don’t miss this inspiring conversation on building connections and creating cultural moments through digital art. It features a rock-star panel with Deadfellaz founder and CEO Betty, AI artist Emi Kusano and CADAF co-founder and CEO Elena Zavelev.

The Institute of Digital Fashion (IoDF) wins the Women in Web3 Award.  At the 2023 Women in Tech Awards, CEO and co-founder Leanne Elliott Young was recognized for the digital atelier’s contributions to the Web3 space.

Resy and Eater co-founder raises $24 million for Blackbird. Utilizing Web3-like tooling, Blackbird encourages customer loyalty with gamified rewards.

Trader Joe's grocery chain sues Avalanche-based DEX. Trader Joe, the popular Avalanche-based decentralized exchange (DEX), is being sued by Trader Joe's, the U.S. grocery chain, which is demanding the DEX to cease its operations, relinquish profits and provide compensation.

FTX trial in full swing. The FTX trial involving Sam Bankman-Fried is currently underway, attracting significant attention within the crypto community and beyond.

Reddit ends its token program. Reddit's decision to discontinue its crypto community points tokens has resulted in token holders selling their holdings. The move reflects the challenges of experimental community-driven digital currencies.

Pudgy Penguins and Last Crumb release a limited-edition lava cookie gift box. The collaboration between Pudgy Penguins and the boutique cookie company has drawn attention to the evolving physical/digital — or “phygital” — landscape of Web3. 

From Our Founding BFFs

Women Rise Founder Maliha Abidi spoke to nft now about her artistic process and her emotional connection to Pakistan.

TYB CEO Ty Haney spoke to Glossy about how beauty brands are embracing community collaboration and fueling customer loyalty. 

Offline Ventures was recently mentioned in a press release after Pledge, a charitable fundraising platform, helped raise over $100,000,000 in donations for more than 50,000 nonprofits.

Cowboy Ventures Founder and Managing Partner Aileen Lee was featured on Amazon News describing how AWS Activate has helped over 280,000 startups to harness the cloud's potential.

BFF Events

🗓️ Mark your calendars! We’re discussing Does AI Have a Place in Filmmaking? with special guests Elle Toussi (Journalist & Producer, Boom Dia Media), Justin Alanís (Co-CEO, StoryCo) and Simon Jaquemet (Filmmaker, Writer & Director) on Oct 24 at 3pm ET.


Thanks for reading! We’d love to hear from you. Feel free to let us know what you think of this newsletter and what you’d like to see from it in the future by emailing

🚨 This newsletter and all the information in it does not constitute financial advice. If you don’t want to invest money or time in Web3, you don’t have to. As always: Do your own research.

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