Dior (via The Lemonade Agency)
Bringing a legacy fashion house into Web3 without borrowing anyone else's playbook.
Most brand entries into Web3 in 2022 either read as a cash grab or came from tech-native companies with no design credibility. Dior's advantage was Dior itself.
Where things stood
Dior wanted a credible entry into Web3 that would land with Gen Z, in a category where most brand NFT projects read as either a cash grab or an afterthought bolted onto an existing product line.
The call
The obvious move was to imitate what tech-native Web3 platforms were already doing: a flat celebrity-driven hype push into a generic NFT drop. I ruled that out. Dior's actual advantage wasn't Web3 fluency, it was a century of design credibility that 'non-design' entrants like Meta or Minecraft could not borrow. I built the strategy around that: a brand concept rooted in Dior's own legacy of beauty and female empowerment, translated into Web3 as NFT 'flowers' that bloom into a community garden, rolled out through a staged influencer structure instead of one hype moment.
What got built
- Built the brand concept and creative platform, Garden of Dreams, positioning each NFT as a unique flower that together forms a community garden
- Designed a three-phase influencer strategy, moving from celebrity-driven awareness to aspirational community-building to grassroots ambassador advocacy, instead of one flat celebrity push
- Layered in an ongoing Web3-native voices track to establish technical credibility, while Dior's own aesthetic carried the brand differentiation
- Positioned the project explicitly around design credibility, in contrast to Web3 entrants without a design or fashion pedigree
Scope
VP of Strategy, via The Lemonade Agency. Owned the brand concept and influencer strategy. Creative execution and specific influencer partnerships would have run through the agency team. In the end, Dior never went through with it: the NFT market collapsed before execution. The strategy work itself was completed and paid for in full.