Vivienne Tam: Fashion, Beauty and … NFTs Oh My!

Image courtesy of Seventh House PR

Vivienne Tam brings the concept of non-fungible tokens (NFT) onto the runway.  “I wanted the creators of these NFTs and even those unfamiliar with NFTs to be excited and to think, ‘Wow, they’re alive!’ That brings me joy,” shares Tam. 

From dresses and shirts to earrings and nails, these colorful images exploded to show a new fashion-forward side of the NFT craze we never thought possible.  Tam created popular images such as Bored Apes, CyberKongz and Awkward Astronauts in many different mediums from denim to crochet. 

“I want these collectors to see how beautiful these digital images can be in the physical world,” says Tam. “I want them to see how I see and feel; to bring femininity and make it wearable. My mother taught me so much about using my hands. Everything was about feeling and touching. Where NFT collectors and I converge is based on the same principle my mother underscored about how special and unique a clothing item can be; to be truly unique is to be the only one.” 

Tam, who has always been known as an innovator bridging East-meets-West, continues to highlight her Asian heritage all the while blurring the lines between tech and real-world art.  Finding similarities between NFTS and Mahjong, Tam incorporated both Mahjong tiles and popular digital art images with vivid colors into her spring 2023 collection.

Image courtesy of Vivienne Tam

To complement the collection, Aveda Pro artist Maria Livingood opted to create a more minimalistic look.  “The clothing is really cool and busy so we’re keeping all hair and makeup nice and clean,” Livingood shares. A great minimal look starts with skincare, Aveda Hydrating Lotion was applied to keep the focus on beautiful skin, “Everything else is really natural; brushed up eyebrows and Lip Saver, a lip balm we used on everyone, which makes for a nice hydrated beautiful lip, nothing shinny … just a beautiful lip … on the eyes we just curled the lashes.”

Center parts and face framing pieces completed the look to go along with Tam’s bright and modern yet 90s-inspired collection. “We really wanted that cool girl, sort of dirty, some pieces with a little natural wave. So, all the girls are they’re cool selves.  Low key, not overdone and just chill,” explains Aveda Lead Stylist, Jon Reyman.

“We used a little bit Aveda Pure Abundance Style-Prep for a little bit of hold and then a little styling cream to give the hair a little bit of dirtiness, some lived-in [style]. We just lightly defused the hair using the Dyson Supersonic Hair Dryer and then afterward we put it into a ponytail.”

Image courtesy of Vivienne Tam

The juxtaposition of the printed banana button up shirts, flared pants, mahjong printed tops, lace jackets and clean easy hair and skin continued to the nails for the female models.  However, for the male models, Pattie Yankee and her amazing team created gorgeous Awkward Astronaut manis.  They applied custom NFT decals for a touch of fun, only further showcasing Web3 inspiration IRL, bringing the graphics alive from head to fingertip.

It’s hard to watch a colorful collection like Tam’s spring 2023 collection without smiling.  She masters whimsy and fashion in a way that’s exciting, extremely relevant, and so fun and uses beauty to enhance the overall look—with touches of 90s grunge and fresh glowing complexions.

—Janine Silver

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