Italian luxury fashion label Dolce & Gabbana (D&G) has announced that it will be dropping its first NFT collection at the end of this month. The collection will debut on the luxury marketplace UNXD, which is built on Polygon. The platform launched only last month and will showcase a range of high-profile NFT collections.
The iconic fashion brand had first announced the ‘Collezione Genesi’ NFT collection last month. The collection will launch during its Alta Moda couture show in Venice on August 28, reported Coindesk. Furthermore, the auction will begin on September 6.
Collezione Genesi: Dolce & Gabbana NFT collection
With the collection, the fashion label is aiming to “bridge the physical with the metaphysical”. It will include items designed by the label’s Co-founders Domenico Dolce and Stefano Gabbana.
The collection is Venetian-themed and will be featured during the upcoming fashion shows Alta Moda, Alta Sartoria, and Alta Gioiellleria. While Alta Moda focuses on high fashion, Alta Sartoria and Alta Gioielleria will focus on luxury formal wear and fine jewellery, respectively.
To honour Domenico’s birthday on August 13, D&G, together with UNXD, hosted a Twitter Spaces livestream titled ‘bridging NFTs to the physical world’.
“We have a very deep relationship with the house of Dolce & Gabbana and have been working with them for many years,” UNXD CEO Shashi Menon said during the livestream. “When we proposed the idea to them, we were really enthused by how the team was taken by it. What is important here is that fashion is fundamentally an artistic medium.”
Meanwhile, commenting on the collection, UNXD COO Nick Gonzalez said that with the collection, D&G is creating “NFTs that bridge their creative work from the physical to the metaphysical.”
“This will pave the path for more brands to join the space as they see the power of digital ownership to create opportunities that align with their underlying ethos and core brand and business,” he further noted.
The collection will be dropping exclusively on UNXD. If you wish to reserve a spot, head over to UNXD.com.
Global brands join the NFT craze
Since January this year, NFTs have witnessed astronomical growth. In the first half of 2021 alone, NFT sales volume surged to $2.5 billion. Along with collectors, artists, creators, celebrities and fans who embraced NFTs, a slew of global brands also hopped on the NFT game. As D&G is proving, no major brand wants to stay away from this hot new asset.
Luxury brand Burberry, for instance, made its NFT debut in June with limited-edition Mythical Games toys. The same month, French luxury fashion house Givenchy Parfums launched NFTs to celebrate pride month. Global brands like KFC Korea, Campbell’s, Budweiser, Denver Beer Co., and Luxury Fragrance Brand Krigler are all in the game.
With the tremendous success of NFTs in recent months, we can expect more brands and companies to join the NFT craze in the near future.
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