Hermès filed a trademark for the metaverse on August 26, 2022, covering NFTs, crypto, virtual goods marketplaces and even virtual fashion shows. The move followed the MetaBirkin dispute, where the house objected to an artist minting NFT versions of its famous Birkin design.
What was the MetaBirkin dispute?
Who remembers the MetaBirkin? It was an NFT not made by Hermès but by artist Mason Rothschild. The house was not happy about its bags being transformed into NFTs for profit, and legal action followed. According to coverage of the case, Hermès claimed the MetaBirkins brand simply ripped off the Birkin trademark by adding the generic prefix meta to a famous name. The lawsuit may well be the reason the company filed its own protection in Web3 and the metaverse.
What does the trademark filing cover?
The August 26 filing spans the name in the NFT and virtual currency market, crypto, NFT trading, virtual goods marketplaces, clothing, footwear and fashion shows. If approved, Hermès would offer computer game software featuring virtual goods and, most importantly, an authentication service using e-commerce technology, a potential game changer for how virtual luxury is verified. The filing also covers retail store services featuring virtual goods and an online marketplace for buyers and sellers of virtual goods.
What could Hermès do next in the metaverse?
Hermès is joining the likes of Louis Vuitton and Gucci, both of which released NFTs earlier that year. For the house, the possibilities include metaverse fashion shows, cryptocurrency and its own NFT drop, all backed by trademarks that would keep the Birkin name protected in digital spaces.
Browse authenticated Hermès bags for the physical originals, read the story behind the icons in the story behind the Kelly and the Birkin, or see why the real thing holds value in the case for buying pre-owned luxury.
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