L'OFFICIEL X DOGAMÍ

PRESS RELEASE - JUNE 9th 2022

L’OFFICIEL, the centennial fashion and luxury media company led by Hong Kong investment group AMTD Idea, announced today the start of their partnership with DOGAMÍ, the first mass-market NFT play-to-earn augmented reality Petaverse.

This partnership marks L’OFFICIEL’s move towards Web3, alongside exclusive partnerships in digital property with THE SANDBOX and virtual fashion with DRESSX, kicking off the magazine’s Metamonth, a world-wide virtual and in-person celebration and exploration of Web3 throughout 32 in-language websites and print editions, and a number of exclusive events.

The collaboration with DOGAMÍ was launched on May 26, 2022, with Let’s Mint The Party, a special celebration of the most promising Web3 and Metaverse initiatives at the Plage du Martinez in Cannes, with a musical performance by Agoria.

Two major activations will follow:

1. The exclusive release of DOGAMÍ NFT wearables in collaboration with GAP. Starring on the cover of L’OFFICIEL’s June Metaverse Issue, the DOGAMÍ dog wearing one of the exclusive Digital Gap logo hoodies specifically designed for DOGAMÍ avatars by GAP, which will be available as NFTs to express the virtual pet’s individual style on the mobile game. The L’OFFICIEL Metaverse Issue also features an interview with Kris Dayne Penseyres, co-founder of DOGAMÍ, revealing the upcoming projects for the Petaverse. 

2. L’OFFICIEL Fashion Dog In Fall 2022, DOGAMÍ and L’OFFICIEL will create an exclusive Fashion Dog, that will be entirely co-created with L’OFFICIEL’s global community of fashion enthusiasts, who will have their say on the dog’s appearance and name via interactive social media polls. The Dog will be available on the DOGAMÍ mobile game. 

Benjamin Eymère, CEO of L’OFFICIEL and Chief Metaverse Officer of AMTD Idea, said: 

“Partnering with a Web3 pioneer such as DOGAMÍ is part our mission at L’Officiel. We want to rethink how fashion and style can be supported by the Web3 industry. Creating L’OFFICIEL’s virtual DOGAMÍ avatar with our community is a very exciting challenge, which we expect will generate lots of new Web3 conversations.” 

Dr. Calvin Choi, Global Chairman of L’OFFICIEL Inc. SAS and AMTD Group, commented:

“AMTD interconnectivity is now extending to the PETAVERSE, and we can’t wait to see how the partnership with DOGAMI will extend and generate the most innovative content for our worldwide community.”

“Seeing our Dog on the cover of L’OFFICIEL’s June Issue wearing GAP wearables is where we want to take our company: creating successful partnerships to make our dogs fashion celebrities,” said Kristofer Dayne Penseyres, CEO and co-founder of DOGAMÍ. “The partnership with a 100 year-old media company is an important milestone for our company and we cannot wait to collaborate with L’OFFICIEL’s community to create the L’OFFICIEL Fashion Dog avatar.”