Many people view luxury things as representations of money and status. Luxury comes in many forms whether it be shopping in Harrods, or embarking on private boat tours, or gambling on Platincasino Ireland, and for some it comes in the form of purchasing NFTs (non-fungible tokens). NFTs are exclusive digital creations made by digital artists that regular users can’t copy. With the NFTs rapid rise in popularity, it’s no surprise that high-end designers are jumping on board with the technology. Let’s take a closer look.
The Gucci fashion house has been in operation since the year 1921. As a result of its high standards of excellence, it has become synonymous with lavish, premium designs. Gucci’s first NFT venture was a film based on the label’s Aria collection. The company’s creative director and photographer, Floria Sigismondi, produced the four-minute movie. Afterward, Gucci collaborated with Superplastic, a company known for its digital characters, to introduce its SuperGucci NFT line. The concept was to merge traditional Gucci elements with the digital characters Janky & Guggimon from SuperPlastic.
Burberry began operations in 1856. The British luxury fashion brand has been a global success for over 150 years. For their NFT collection in Blankos Block Party, Burberry teamed up with Mythical Games. Minny B, a unicorn, is the latest NFT, and she looks fantastic in the new Burberry TB Summer Monogram. Inspired by the beaches featured in previous TB Summer Monogram takeovers, the brand will also provide in-game accessories and a custom area within “The Oasis.”
Dolce and Gabbana
Dolce & Gabbana is an Italian luxury fashion house that has been around since 1985. For almost 30 years, the company has contributed to Italy’s thriving fashion industry. The partnership between Dolce & Gabbana and UNXD, which resulted in the introduction of the first major fashion house’s NFT collection, was, without a doubt, a hugely successful endeavor. Collezione Genesi’s collection featured nine works: five non-fungible tokens (NFTs) complemented with custom physical objects and four NFTs that existed solely in digital form. Astonishingly, the collection went for $6 million.
“Louis: The Game,” the very first NFT game from Louis Vuitton, was created in collaboration with digital art pioneer Beeple to celebrate Louis Vuitton’s 100th birthday. The game follows Vivienne, the company’s mascot, as she tries to locate all 100 concealed candles. As you play, there is the chance to randomly be awarded one of 30 postcard NFTs, players can collect these NFTs but they cannot be exchanged or sold on the secondary market.
French designer Hubert de Givenchy established his high-end fashion house, Givenchy, in 1952. Creative director of Givenchy Matthew M. Williams worked with Chito, an artist based in Mexico, on a Chito x Givenchy NFT collection and a new clothing line. Each of the NFTs in the collection, like the vast majority of NFTs, is one of a kind. The 15 NFTs showcased in the Chito x Givenchy collection predominantly included pitbulls. Chito’s trademark graffiti aesthetic produced these NFTs, giving the impression that they were sprayed onto the canvas rather than painted by hand.
With the growing popularity of NFTs worldwide, many other luxury brands, such as Tiffany & Co, Tag Heuer, and Jimmy Choo, have joined the NFT race. These companies can use the metaverse to connect with their clients more meaningfully and exercise their creativity without limits. Fashionistas should watch this developing trend as the fashion NFT industry thrives.