04/10/2021
Dolce & Gabbana raised $ 5.6 million from the sale of NFT
Italian fashion brand Dolce & Gabbana has successfully completed its first ever Collezione Genesi NFT collection auction at UNXD.
Dolce & Gabbana has been steadily expanding its product line and international presence since the 90s. The company exports its products to the United States and Japan, where it has gained public recognition.
In 2021, Domenico Dolce and Stefano Gabbana presented their debut Collezione Genesi NFT collection at the Venice show. An exclusive handmade collection was developed by designers especially for the UNXD trading platform. It included both digital and physical items Alta Moda for women, Alta Sartoria for men and Alta Gioielleria jewelry.
When it was announced before the collection show that the designers were planning to auction digital copies of their work, it was perceived as an eccentricity of eminent masters, which has no commercial component.
However, the skeptics were wrong. Collezione Genesi NFT lot titled Glass Suit was sold at auction for 351.4 ETH (over $ 1 million). Two digital versions of the "dream dress" - gold and silver - were also purchased for 167 ETH each (approximately $ 500,000).
In total, the fashion house raised 1,885 ETH ($ 5.65 million) from the sale of the Collezione Genesi NFT collection, consisting of nine unique collectibles. Digital lots have been supplemented with "experimental" bonuses. Thus, NFT owners will receive a suit tailored to their measurements, access to Dolce & Gabbana couture shows throughout the year, and will also be able to visit an atelier in Milan.
Dolce & Gabbana is not the first brand to focus on the digital transformation of the world of high fashion. Earlier, the intention to release a series of collectible NFTs was announced by the Gucci brand, and the British fashion, accessories and perfumery manufacturer Burberry has released its first collection of non-fungible tokens in partnership with Mythical Games.