Glenfiddich single malt Scotch hits the crypto-fashion catwalk
Scotch brand Glenfiddich has partnered with digital designer Stephanie Fung to take strides into the world of digital and Crypto fashion.
The partnership, which sees the William Grant & Sons-owned single malt and digital designer Stephanie Fung launch a “series of artistic collaborations under the banner ‘The Grande Composition’ will include a “cross-cultural reimagination of Glenfiddich’s latest expression, Grande Couronne’s filigree bottle design”. The union also marks the whisky brand’s first move into the virtual world.
As part of the collaboration, Glenfiddich and Crypto Fashion Week designer Fung, have launched a digital fashion collection named ‘The Filigree Aesthetic’.
The collection includes three NFT’s (non-fungible tokens), each inspired by the reimagined art pieces from three of The Grande Composition artists; Mzukisi Mbane from South Africa, Malwina Konopacka from Poland and David Aiu Servan-Schreiber from the UK. Each piece represents each artist’s “reinterpretation” of the Grande Couronne filigree using different mediums and materials.
“Venturing into the ever-advancing world of Crypto allows us, as a brand, to continuously question creativity and delve into the colliding forces of art, fashion and tech together with digital pioneer Stephanie Fung,” explained Glenfiddich global brand director, Claudia Falcone.
Fung added: “Digital wearables will be the next big thing within NFT, people will be able to utilise them within AR, VR, or metaverses. There’s a lot you can do digitally that can’t be achieved in real-life garments i.e. animated graphics, making materials glow or defy gravity.”
The Grande Couronne, which is part of Glenfiddich’s Grande series, is a 26-year-old whisky matured in American and European oak casks and finished in French Cognac casks. The whisky has been identified during its recent launch by William Grant & Sons as “Glenfiddich’s experimental maverick spirit” showing that this new alignment with virtual art, tech and fashion tie-ups to reflect its positioning as “innovative”.
Each of the NFTs created during the partnership with Fung will be auctioned and the proceeds will be donated to an organisation supporting young digital artists, while designs will be available to view on the HighSnobiety hub.
2021 also marks the 20th anniversary of the brand’s Artist in Residence programme – an initiative that champions collaborations with breakthrough artists through a residency at the Glenfiddich distillery.