Italian luxury fashion house Dolce & Gabbana recently announced that it will be launching an exclusive NFT collection in partnership with UNXD, a luxury digital marketplace powered by the Polygon Network.
The debut NFT collection from the fashion brand is called Collezione Genesi, or Genesis Collection, and marks the brand’s first foray into NFT technologies. The collection will be featured in upcoming fashion shows at Alta Moda, Alta Sartoria, and Alta Gioielleria in Venice in August. According to the fashion house’s press release, the collection focuses on the rich heritage of Venician artistic traditions.
Founded in 1985 in Legnano by Italian fashion designers Domenico Dolce and Stefano Gabbana, the Dolce & Gabbana brand has been a staple of the high fashion world, often premiering collections in haute couture shows that mark every season. The initial concept in the Collezione Genesi is inspired by a dream from the founding designers called L’abito dei Sogni, or Dress from a Dream.
UNXD’s exclusive platform is powered by Polygon’s full-stack scaling, a feature that will help hasten the adoption of NFTs beyond the crypto and blockchain space because of its carbon negative environmental costs for minting NFTs. Polygon’s announcement of the NFT collection stated:
“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.”
The Dolce & Gabbana NFT follows Gucci, another high fashion brand, which also sold its first NFT, the “Gucci Aria” in an auction held by Christie’s. The Gucci NFT sold for well over $25,000 with proceeds directed to Unicef USA. According to a report by Vogue Business, more luxury fashion brands are joining in on the NFT trend, as the possibility of “virtual fashion” becomes more prevalent in the digital age.
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