Marc Braydon is a man wearing many hats. Formerly in PR and product marketing at The Trapeze Group, he now spearheads marketing at Vogue Singapore, overseeing a portfolio that ranges from traditional media relations to the frontier of Web3 and community management.
Vogue Singapore’s inception was anything but ordinary. Launching in 2020 amidst the global lockdowns of the COVID-19 pandemic, the team set up shop in the city-state with a distinct focus on the intersection of fashion, technology, and innovation. Because the office launched while most staff were working remotely, an inclination towards Augmented Reality (AR) and Web3 wasn't just a strategy - it was innate.
In September 2022, the publication officially entered the metaverse by hosting 'Club Vogue' on spatial.io. This launch, titled Fashion’s New World, was a landmark moment cementing the convergence of style and tech. It was even the first issue to feature a QR code as its cover, unlocking multiple designs for readers.
Braydon and his team didn't stop there. For Valentine's Day 2023, they launched 'From Blockchain to Love Chain.' This immersive experience celebrated connectivity in the digital age, featuring panel discussions, digital fashion competitions with Decentraland, and exclusive NFTs created in collaboration with 8SIAN.
The campaign utilised gamification to engage the community: users could complete daily quests to fill a 'Love Metre' and unlock prizes. Crucially, the NFT sets were designed for connection: owners kept one asset and gifted the other to a loved one, immortalising their relationship on the blockchain.
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Want to see the future of fashion?
From AI-generated covers featuring Southeast Asian heritage to the creation of 'indestructible' digital dresses with Olivier Rousteing, Vogue Singapore is pushing boundaries. To read the full feature on Marc’s work and his insights on community building, check out LIMINALITY, the 2nd volume of INTERLUNAR’s zine.
