From pixel to fabric: Fashion and nonverbal communication in the Web3 age

This thesis delves into the critical role of fashion as a form of nonverbal communication, particularly focusing on the intersection of traditional attire and digital innovation within the Web3 era. Research indicates that judgments about an individual's personality, affability, competence, and socioeconomic status are often formed within a fraction of a second based on their attire. This rapid assessment underscores the importance of fashion as a powerful nonverbal cue. The present research project aims to understand how clothing choices influence perceptions and first impressions, a process that occurs almost instantaneously upon meeting someone new. The study begins by defining nonverbal communication and its significance in everyday interactions, emphasizing how clothing plays a pivotal role in shaping first impressions. The historical evolution of fashion is explored, highlighting its role as a medium for expressing personal identity and cultural values. Clothing serves not only as a means of self-expression but also as a tool for navigating social contexts and conveying one's status and affiliations. Factors influencing clothing choices, such as cultural norms, personal values, and psychological traits, are examined to understand their impact on self-perception and how others perceive us. In the context of the emerging NFT and Web3 culture, the thesis introduces NFTs as digital assets that represent personal interests and values. These non-fungible tokens are revolutionizing the way individuals express their identity, bridging the gap between digital art and physical fashion. The study focuses on the W3as fashion project, which integrates NFTs into its clothing line, allowing individuals to wear their digital art and express their affiliations and values in the real world. A comparative case study of the 9dcc brand is presented, highlighting its marketing strategies and positioning within the Web3 space. This analysis sheds light on how different brands leverage digital innovation to enhance their fashion offerings and communicate their values. By exploring the confluence of traditional fashion and digital art, this thesis aims to illuminate the evolving landscape of nonverbal communication through attire, offering insights into how fashion continues to be a dynamic and influential form of self-expression in the Web3 era.