Dolce & Gabbana has partnered with digital marketplace UNXD to launch a collection of wearables called ‘Collezione Genesi’ (Genesis collection).
In a tweet on Wednesday, the luxury Milanese fashion house called the upcoming collection “alta moda” (high fashion) and posted a link to view a promotional trailer that reveals the first concept, ‘Dress from a Dream’.
Prospective buyers can reserve their place in the queue for the launch through a mailing list form. Those who sign up are promised “early access” NFTs if they invite their friends.
Dolce&Gabbana proudly reveals #DGGenesi, the first ever Alta Moda NFT exclusive collection in partnership with luxury marketplace @UNXD_NFT. @0xPolygon
Reserve your spot at link https://t.co/ic0o2iMgIz pic.twitter.com/Zx1UAHsdDw
— Dolce & Gabbana (@dolcegabbana) July 14, 2021
The Genesis collection will be promoted at D&G’s upcoming Alta Moda, Alta Sartoria and Alta Gioielleria shows in Venice between August 28 and 30, according to Vogue. The collection is inspired by the city.
D&G is not the first high-end fashion house to get a foot in the NFT space with augmented reality wearables. Just last month Gucci sold its first NFT through Christie’s for a price of $25,000, making it one of the most expensive items ever sold by the fashion brand.
Gucci’s Aria NFT wasn’t a wearable, though. It was a three-channel video inspired by the fashion house’s Fall/Winter 2020 collection. The NFT marked the hundredth anniversary of the Italian company.
Fashion designers have also been moving in on the digital world through video games. In 2019, Louis Vuitton teamed up with videogame developer Riot Games to launch a League of Legends-inspired collection.
British designer Burberry provided exclusive NFTs for Mythical Games’ sandbox multiplayer game Blankos Block Party last month. Blankos Block Party is a PC game where players control toy NFT characters known as Blankos, which they can collect, upgrade and sell.
With NFTs commanding top prices at auction, it’s no wonder that the colorful world of NFT wearables is starting to attract the top designers.