Hermes plans fashion shows in the metaverse, crypto and NFTs

French luxury brand Hermès International has filed a trademark application covering nonfungible tokens (NFTs), cryptocurrencies and the metaverse, joining the throng eagerly anticipating wider public adoption of Web3 technologies.

The trademark covers downloadable software that enables users to view, store, and manage virtual goods, digital collectibles, cryptocurrencies, and NFTs “for use in online worlds”, according to a filing with the United States Patent and Trademark Office (USPTO).

In addition, the Paris-based group, which is a constituent of France’s CAC 40 blue-chip index, has filed trademarks for “retail store services featuring virtual goods,” fashion and trade shows in “virtual, augmented or mixed reality environments,” and for a virtual goods marketplace online.

Earlier this year, Metabirkins founder Mason Rothschild was sued by Hermes for allegedly using the brand’s Birkin name to sell and resell his NFT Metabirkins collection.

In a 47-page legal complaint against Rothschild, Hermes alleged MetaBirkins brand just “rips off Hermes” famous Birkin bag trademark by adding the generic prefix ‘meta’ to it, making it look like MetaBirkins brand was part of Hermes’ Birkin brand.

The lawsuit against Rothschild may have prompted the company to file its own protections for the metaverse, cryptocurrency, and NFT tokens.

Metaverse moves by the luxury brand are neither the first nor the last for the luxury sectorwith Gucci last month becoming the first major brand to accept in-store payments of ApeCointhe Bored Ape Yacht Club-affiliated cryptocurrency.

Dolce & Gabbana, Etro, Tommy Hilfiger, Estee Lauder Companies Inc (NYSE:EL) and Elie Saab appeared at Decentraland’s Metaverse Fashion Week earlier this year, a digital fashion event featuring wearables on virtual runways.

Dune Analytics’ data showed Nike Inc (NYSE:NKE), Gucci, Dolce & Gabbana, adidas AG (OTCQX:ADDYY) and Tiffany & Co (NYSE:TIF) amassed US$260mln in sales from NFTs.