coinquora.com
Shiba Inu took to the streets of the fashion capital Milan as a promotion of the meme-based token’s partnership with Haute couture brand John Richmond.
The 1825 city tram, now plastered with SHIB and John Richmond logos, greeted Milanese earlier this week. This is part of the Shiba Inu x John Richmond fashion collaboration named “Legends Live Forever.” Murals can also be seen installed in a building to promote the partnership.
We are rocking the city @Shibtoken
“Spot it”#SHIBARMY #JohnRichmond #LegendsLiveForever pic.twitter.com/XwEdE2GXl6— John Richmond (@JRichmondstyle) March 2, 2022
After securing a permit from Milan’s city council, the team behind the ad campaign started donning the 1825-numbered tram that traveled from Route 23 from Metro Sesto 1 to Cernusco Sul Naviglio. The SHIB and John Richmond logos were exposed to Milan residents for about an hour, taking a 12-kilometer “tram walk.”
The announcement of the fashion collaboration between the two big names in their respective industries came after the Milan Fashion Week and right in time for the Paris Fashion Week. This move marked Shiba Inu’s first steps into the glamorous world of fashion.
John Richmond shared his enthusiasm for the collaboration’s launch, saying he felt like he “seems to be in a dream.” Richmond, nevertheless, is happy that the project is “real” and is looking forward to “glamour punk crypto fashion.”
The Legends Live Forever campaign is also set to launch 10,000 NFTs in which their physical versions will be paraded on the John Richmond runway during the Milan Fashion Week scheduled on September 20 to 26.
Meanwhile, the fashion will be marketed as a see-now-buy-now collection that will be available in John Richmond’s fashion boutiques worldwide, as well as on its e-commerce website. The collection is also expected to be showcased on the runway along with the NFTs.
The team is still in discussion on how to market the digital tokens. They, however, assured enthusiasts that a “unique” experience is in the works.