Antwerp-based virtual-to-reality fashion brand MUTANI launches The First Mutani Magic, a bold accessories line inspired by the hit anime game Genshin Impact. Available online from November 14th, 2024, this limited edition collection combines high-fashion design with a digital-first, on-demand production and sales model, delivering premium quality and minimal waste by working with the latest digital technologies.
DIGITAL FIRST: A FUTURE-PROOF APPROACH TO FASHION
After a successful run as a pioneer in digital fashion—including a collaboration with The Smurfs and the world’s first hologram catwalk show—MUTANI is returning to its traditional fashion roots. But unlike most brands clinging to wasteful production methods, MUTANI is embracing a fresh new approach, harnessing their virtual expertise to craft a leaner, smarter business model.
Supported by the City of Antwerp, The First Mutani Magic showcases this method - a digital-first design, production, and sales pipeline. To create the collection, MUTANI employs high-fidelity 3D modelling, printing, and visualisation tools to reduce waste while enhancing speed, cost, and customization. In partnership with Threedium—whose e-commerce solutions serve brands like Louis Vuitton and Cartier—MUTANI offers customizable 3D web viewers for virtual try-ons, boosting sales and minimising returns. This approach, combined with direct-to-3D-print production, creates an efficient, on-demand process that further reduces waste and excess stock.
"Fashion doesn’t need to be a landfill to be lucrative”, says MUTANI founder Shayli Harrision. “We’re overthrowing the old order, fearlessly experimenting with new tech to chase what some call impossible: profit, sustainability, and quality – all at once.”
THE COLLECTION: FANTASY MEETS LUXURY
The First Mutani Magic features six high-end accessories items inspired by The First Great Magic, a coveted 5-star weapon featured in Genshin Impact, an anime game which boasts over 65 million active players worldwide.
The six signature pieces include:
•Starstruck Hairpin
•Starstruck Ear-Cuff
•Boggle Cat Hair Band
•Prima Necklace
•Magic Bow Hairpin
•Magic Charm Earrings
Crafted from 3D-printed resin, with select pieces featuring pink cubic zirconia gems and 24-karat gold-plated silver, this collection is produced by renowned luxury jewellers in the Antwerp Diamond District. Each piece is designed by top-tier talent at MUTANI, including designers from prestigious brands like Balenciaga, Maison Margiela, Raf Simons and more. This collection introduces avant-garde Antwerp design and high-end production to gamer fashion - allowing fans to flaunt their fandom in a way that is less geek – more chic.
TRANSFORMATIVE WEAR
MUTANI has also partnered with Field Day to create an exclusive experience for the wearer. Using AI object tracking tech that unlocks through the smart lens feature on your phone, the camera identifies the physical piece, unlocking a personalised augmented reality transformation that turns the wearer into an anime character from the game. Through combining premium quality, fantasy-inspired designs with bespoke virtual magic, these accessories become the perfect blend of fandom and luxury experience.
REACH FOR THE CHRISTMAS STARS
The First Mutani Magic collection offers limited-edition exclusivity with only 200 units available, while tiered pricing - starting from 24 USD - ensures it remains accessible to a wide audience. Going on sale for a period of 10 days from November 14th on MUTANI’s website means there is a limited window to secure your favourite pieces. Production and delivery are guaranteed to arrive just in time for the holiday rush, making these pieces the perfect gifts for Genshin fans and fashion-forward individuals alike.
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