EXCLUSIVE: aespa and The Dematerialised on Bringing Fashion and Music to a Whole New Dimension
Warner Record's first K-pop act, aespa and The Dematerialised, an experiential marketplace for digital goods, have joined forces to unveil a groundbreaking polygon-based creative collaboration. Centered around the aespa members and their respective avatars, æ-aespas, the digital capsule collection and editorial series represent a new nexus for the counterculture, music, fashion and Web3.
These powerhouse brands have developed a digital capsule collection that includes unique æ-pets, fashion accessories and exclusive outfits. "Fashion has always been a core part of our identity, and we have loved the whole process of designing the clothing, materials, and accessories alongside our friends at The Dematerialised," noted aespa members: KARINA, WINTER, NINGNING and GISELLE.
On their favorites from the collaboration, aespa's main dancer KARINA told Hypebae, "I love that all of us are wearing various forms of denim in our digital capsule collection. It is a super fun and cohesive look." Lead vocalist WINTER added, "My hair is a huge part of my identity, and I love switching up my style and accessories for different moments. It was super cool to co-design a chunky hair clip that accentuates my bob haircut, it really pops in the photos! I can't wait to see our fans wearing it and other accessories with the AR filter."
Meanwhile, main vocalist NINGNING stated, "Fashion is a creative outlet for me, and I love experimenting with different styles and textures. I absolutely love a statement piece, so when The Dematerialised suggested a bold tie, I immediately said yes. I'm so happy about how my full look turned out!" The group's rapper GISELLE noted, "Outside of our clothes and accessories, I love the super cute ae-pets we've created based on our personalities. Some are cute, others are fierce, and I want them all!"
The exclusive collection is now available to purchase via The Dematerialised's website. To celebrate the launch, Hypebae had the chance to speak with Marjorie Hernandez, Co-Founder and Chief Product Officer at The Dematerialised, on powering the ultimate 22nd-century digital fashion and music collaboration.
Keep scrolling to read the full interview.
How does a collaboration between a leading Web3 market space and a groundbreaking female, South Korean music group arise?
The Dematerialised and aespa are both industry-leading, creative forces that are now pushing the boundaries of Web3 and K-pop together. We have also been working in tandem with PAPER Magazine throughout the creative process of this collection, which has been very inspiring. Our visions aligned beautifully, and this collection will be a history-making moment. It is a remarkable opportunity for fashion, music and technology to converge in the new digital lifestyle arena and aespa is setting the precedent for the music industry as a whole with this collection, exploring the unique ways in which creative industries can collide in Web3.
Why did aespa seem like the perfect match for the project?
aespa is recognized around the world for their inspiring creativity and self-expression. They continually embody the spirit of innovation and truly represent the future of music and fashion! It has been such a pleasure to work on this project together, as we take great pride in sharing those values at The Dematerialised. aespa is a leading girl group that has virtual versions of themselves and an entire virtual world in the metaverse, and we are excited for all of our communities to come together to experience this through a very special editorial and virtual collection.
Web3 in the fashion industry has taken over media headlines over the last few years. Nevertheless, musicians have used the space for a variety of means too. What are your predictions for the future of the music industry in the metaverse?
The music industry faces one of the biggest revolutions ever seen with the emergence of web3. Relationships between fans and artists are being completely redefined, and relationships on chain allow for connections to grow in both our physical and digital worlds. Loyal fans and communities can collaborate directly with artists and be rewarded for their support and participation in new ways that have yet to be explored through tokenization and virtualization. Immersive experiences across the music industry will transcend the boundaries of physical reality and will be accessible to all.
What did the creative process behind the collection look like, and what do you hope to transmit with it?
The creative process behind this collection was a collaborative effort between aespa and SM Entertainment, PAPER Magazine, Warner Music Group and The Dematerialised. The polygon-based digital capsule and editorial series is centered around aespa and their virtual selves, æ-aespas. The creative taps into KARINA, NINGNING, WINTER and GISELLE’s signature symbols, traits and personalities while merging pop-punk influences and the world of Web3.
How do digital collections empower self-expression and creativity in younger audiences?
Digital collections enable new forms of self-expression, where users can wear creative designs that are not limited to the boundaries of our physical dimension. Digital fashion changes the post-purchase experience where users can now have a timeless journey with garments that can come to life in unique ways and can be explored through AR, VR and digital worlds. Designers are now making collections for all audiences to wear that we could have only dreamed of in the past. Every fan and user will be able to explore their individuality in unique ways that resonate with their personal style.