This fall, Dolce & Gabbana broke the fashion NFT sales record by selling out its latest collection for 1,885.719 ETH. The achievement might mark a new digital start for the fashion house after years of racism-related criticism.
Dolce & Gabbana: a new fashion NFT sales record
On September 30th, fashion giant Dolce & Gabbana sold out its debut NFT collection, called “Collezione Genesi.” The event was a hit, smashing the fashion NFT sales record. In fact, the collection sold out for about $5.7 million worth of ETH.
The designer duo created all nine NFTs included, inspired by the fascinating culture of Venice. Domenico Dolce and Stefano Gabbana also added five physical pieces: two crowns, two dressed, and a men’s suit. Collectors could find the exquisite real-life items in five of the non-fungible-tokens too.
Of course, Dolce & Gabbana introduced their first NFT collection in style. The fashion house revealed “Collezione Genesi” during three hhigh-end fashion shows: Alta Moda, Alta Sartoria and Alta Gioielleria.
Not surprisingly, the NFTs instantly caught the eye of many NFT whales, including Seedphrase and Pranksy. Decentralized organization Red DAO also purchased a piece, expanding its digital fashion collection.
This $5.7 million fashion NFT sales record may seem exaggerated at first. However, blockchain expert Merav Ozair explains has seen it coming:
“In fact, I thought it would come sooner. We are moving toward a virtual-reality world, and when we get to that state — sooner than we think, in a matter of years — luxury goods will be part of that world.”
UNXD and Dolce & Gabanna’s digital success
The Dolce & Gabbana debut NFT collection dropped on UNXD, an NFT-dedicated platform. According to the COO, Nick Gonzales, the record-breaking NFTs mark a turning point in physical and digital fashion:
“Dolce & Gabanna is creating NFTs that bridge their creative work from the physical to the metaphysical,” he says. “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.”