Dolce & Gabbana participated in the NFT feast and launched its first NFT series

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2021-07-15 17:26 (UTC+8)

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Interpretation of hot spots - Dolce & Gabbana participated in the NFT feast and launched its first NFT series"Collezione Genesi"Italian luxury fashion house Dolce & Gabbana will launch its first NFT collection on Polygon-based digital marketplace UNXD. It is reported that the series of NFT is called

, which was inspired by the city of Venice.

According to another Vogue report, the works of the Collezione Genesi series will appear in three activities of D&G, namely Alta Moda (that is, haute couture or haute couture), Alta Sartoria (that is, haute couture), and Alta Gioielleria (that is, high-end/fine jewelry) series, held in Venice on August 28, August 29 and August 30, respectively. The Collezione Genesi will be available on the UNXD website on September 1st.

In fact, Dolce & Gabbana's NFT is not the first high-end fashion brand to enter the NFT market. Before that, Gucci, who publicly stated that he joined NFT, launched the brand's first NFT digital encrypted artwork at Christie's. In May, Rimowa, a well-known suitcase brand, auctioned 4 more digital products called "Blueprints from the Metaverse" on the NFT digital collection and trading platform Rarible.

The entry of luxury goods into NFT can actually be traced back to the LVMH Group in 2019.

The LVMH group used the single pattern in the "Everyday" series created by the artist Beeples in the Louis Vuitton 2019 spring and summer fashion series. Although the brand has not launched NFT products in the true sense, this cooperation can be regarded as a luxury item. Enter the NFT layout quietly.

LVMH also took the lead in launching the first global blockchain authentication platform Aura in 2019, which aims to help consumers trace the source and authenticate product information for Louis Vuitton and Christian Dior perfume lines. The data content will only be disclosed to consumers. Both Richemont Group and Prada Group have successively announced to join this platform and set up a blockchain alliance.

The fact that major luxury brands are testing the waters in the blockchain field is not just catching up with the trend. The reason behind this is inseparable from distribution channels and authenticity issues. After all, counterfeit products have always been a major pain point in the luxury industry. Therefore, using the transparency, auditability, and credibility of blockchain technology to launch a blockchain traceability and tracking system can just meet the needs of luxury goods for digital "trust and uniqueness" and provide a good solution to the problem of counterfeiting. new ideas.