Luxury fashion brand Dolce & Gabbana’s highly anticipated Collezione Genesi has achieved great success.
The nine NFTs designed by the co-founders of Dolce&Gabbana, Domenico Dolce and Stefano Gabbana, were sold on the UNXD platform for a total of 5.65 million U.S. dollars, becoming the most expensive fashion NFT series ever sold .
As a luxury brand, Dolce & Gabbana’s clothing and accessories are at high prices. On the Internet, the cheapest boots sell for more than US$500, and most sell for more than US$1,000.
The fashion brand also produces one-off high-end fashions that sell for thousands of dollars, usually handmade and tailored for individual customers.
Consistent with its brand philosophy, Collezione Genesi embodies a forward-looking style and attitude towards new technologies.
All the NFTs sold this time are extremely rare works. The series is inspired by the rich artistic history and tradition of the iconic city of Venice.
The products are mainly men’s and women’s clothing and “museum-level” jewelry collections, as well as design videos by Domenico Dolce and Stefano Gabbana.
The most expensive auction price is a governor’s crown , which sells for 1.275 million US dollars.
This crown was purchased by a collector named “@reddao”. According to the name, it is estimated to be a “DAO” organization. Three D&G products were photographed this time, with a total value of approximately 628 ETH and approximately US$2.27 million .
The remaining six pieces were divided among three collectors, including the personal collector “@pranksy” who won 4 pieces of NFT and the project owner bosonprotocol.
In order to launch this NFT series, D&G is indeed full of sincerity.
In addition to NFT, five sets of digital clothing will also provide related physical objects, as well as the opportunity to participate in Dolce & Gabbana Alta Moda, Alta Sartoria and Alta Gioielleria Italian fashion events, a private tour of the Dolce & Gabbana studio in Milan, and the first eligible to join #DGFamily NFT and other communities .
D&G’s success this time is based on the success of Gucci’s NFT at Christie’s.
As the first fashion brand Gucci to release its own NFT, it launched a fashion film NFT inspired by the Aria series on the occasion of its 100th anniversary. The starting price was US$2,000, and the final transaction price reached US$25,000, which was more than 10% of the starting price. Times .
The creative director of Gucci expressed the hope that Gucci will bloom in the field of NFT encrypted art.
The fashion industry is becoming more and more digital. Dolce, the co-founder of Dolce & Gabbana, said in an interview with Luxury London: “ We want to understand how we can interact with our experience, traditions and handmade products in this digital age. Communication and better dialogue, and combine all of this with innovation. “
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