THE WHAT? Dolce & Gabbana is set to launch a new and exclusive non-fungible token (NFT) collection in collaboration with luxury digital marketplace UNXD, powered by the Polygon Network, according to a report by Crypto Daily.
THE DETAILS Named Collezione Genesi (Genesis Collection), it focuses on Venician artistic traditions and will showcase at upcoming fashion shows Alta Moda, Alta Sartoria and Alta Gioiellleria.
The initial concept of the range was inspired by a dream from the designers, called Dress from a Dream.
THE WHY? Marking the brand’s first entry into NFT technologies, the range is yet another merger between the digital and fashion world.
While gaming has long been associated with fashion and beauty, NFT is said to be the next step, with luxury fashion house Gucci having also partnered with a platform to develop 3D clothing as NFTs.
The Dolce & Gabbana collection is said to be aimed at its traditional audience as opposed to younger fans of the gaming market.
According to Polygon, “This launch is of strategic importance to not just UNXD, but also the entire NFT ecosystem. The success story of this has the potential to change the face of the fashion and luxury industry. With Collezione Genesi, Dolce&Gabbana and UNXD see an opportunity to cross — and even transcend — the digital and physical world with a collection of one-of-a-kind NFTs, leveraging the unique capabilities of the Polygon network.”