After the announcements of FOX, the American entertainment giant which invests massively in NFT, it is the turn of Dolce & Gabbana, the famous Italian brand, to launch an exclusive collection in non-fungible tokens (NFT). Its first NFT range will be in partnership with UNXD, specialized in luxury and digital culture.
When the luxury industry invites itself to the crypto ball
Fashion and luxury brand Dolce & Gabbana has announced the launch of an exclusive NFT collection in collaboration with UNXD – a digital marketplace powered by the Polygon network, which aims to become the number one marketplace for luxury.
The Italian company’s first NFT collection will be called “Collezione Genesi” or “Genesis Collection”. Dolce & Gabbana will present it at its upcoming shows for Alta Moda, Alta Sartoria and Alta Goilleria in Venice in late August. According to the release, the specialized luxury collection will focus on the deeply rooted artistic traditions of Venice :
The first concept of the collection is inspired by a dream of designers Domenico Dolce and Stefano Gabbana called “L’abito dei Sogni” or “Dress from a dream”. More NFTs from the Collezione Genesi collection will be unveiled in the weeks leading up to the famous Alta Moda, Alta Sartoria and Alta Goilleria shows. All will be exclusively auctioned on UNXD.
Dolce & Gabbana, new promoter of the NFT
Dolce and Gabbana has even set up a form and a FAQ to explain the value of NFT.
Dolce & Gabbana is not the first high-end fashion player to get involved in the NFT market. Paris Fashion Week designers will also have some NFTs available, including Gucci, which has also reportedly joined the NFT craze.
Even though the prices of many crypto-currencies are dropping, the non-fungible token market has remained strong, with more and more players entering the market. Recently, artists, such as Jay Z, Katy Perry or Muse, have also continued to create NFTs, while brands, nonprofits and foundations are each joining the growing market.
