Delve into the world of luxury fashion and NFTs as renowned brands like Gucci, Dolce & Gabbana, and Prada embrace digital collectibles and exclusive experiences. Explore their unique forays into the NFT market and their game-changing impact on the fashion industry.
Luxury fashion brands are all about owning something to make you stand out. Getting into the NFT market was just the next, logical step. These fashion powerhouses found new and creative ways to use NFT’s, not only to add to their market value, but to give their customers something truly unique.
Gucci
In May 2021 Gucci became the first luxury fashion brand to launch an NFT with Aria, part of a collection called “Proof of Sovereignty”. It’s a short video of white horses roaming free in nature, made by Gucci’s creative director Allesandro Michele and lauded photographer Floria Sigismondi. The NFT was sold through the auction house Christie’s for $25,000 and Gucci donated the proceeds to UNICEF to support their vaccination program in the fight against Covid 19.
In 2022 Gucci collaborated with 10KTF NFT to launch very exclusive NFT’s, that would qualify owners for future drops and other surprise treasures.
And in 2023 Gucci teamed up with the famous NFT collection Bored Ape Yacht Club to make exclusive clothing to be worn in the Metaverse.
Dolce & Gabbana
The Italian fashion brand hit the NFT market ground running when they sold their first, highly anticipated collection for a stunning $5,7 million. From there on they went on to collaborate with some very big names in the NFT market, such as The Fabricant and inBetweeners.
Louis Vutton
The French luxury fashion house entered the NFT market in August 2021 in a very creative way, by launching a game app featuring the company’s mascot Vivienne on a journey in Paris. Players could collect NFT’s created by legendary NFT artist Beeple.
In April 2022 Louis Vutton launched a limited edition NFT collection only available to people who played Louis the Game and leveled up.
Burberry
This fashion house from the UK also entered the NFT market with a game, by minting limited edition NFT toys in the Blanko’s block party game. In 2022 they launched the NFT character Minny B.
Givenchy
For Pride they launched their very first NFT collection. Teaming up with London gallery owner Amar Singh and the Rewind artist collective to create a digital artwork depicting LGBTQIA+ couples in pride colors. They donated the profits to Le MAG Jeunes, a non-profit organization for young gay, trans and queer people, in support of the community.
Yves Saint Laurent
L’Oréal’s most fabulous fashion brand, Yves Saint Laurent, minted its first NFT in June 2022, with the 10,000 YSL Beauty Golden Blocks NFT’s. What looks like 3D blocks on a white, marble background, are actually keys to opening doors to the brand’s exclusive Web3 community, a truly creative way of using NFT’s.
In January 2023 the company launched another NFT collection to promote their new fragrance line Black Opium. To obtain one of these NFT’s, you had to buy a physical product from the website.
Prada
This luxury fashion brand debuted in the NFT market in September 2022. Just like with Yves Saint Laurant’s Black Opium, the way to own such a fabulous NFT was to buy physical merch. The fashion brand also mints several timecapsule NFT’s and the best way to own such a unique item on the blockchain is to closely follow new releases. You never know when Prada is about to launch one.
Balenciaga
They launched their very own Cristóbal Balenciaga: To the Moon NFT collection containing 8,300 original, never-seen-before designs by the man himself. Minting pieces from this collection made minters eligible for designer gear, gift cards and even drawings by Cristóbal that are 70 years old.
Balmain
“Why not make something with Barbie?” was a thought they must have had at this luxury French fashion house, and so that is what they did, when they launched their first NFT’s. Not only did creative director Olivier Rousteing create a genderless collection for adults, inspired by Barbie and Ken, but they also auctioned three NFT’s depicting the famous doll and her friends.
For the 2022 fall/winter Paris Fashion Week they started an exclusive NFT membership club.
Karl Lagerfeld
To celebrate the late Karl Lagerfeld’s birthday the fashion company made 777 digital avatars of the man himself available for minting. The collection sold out in under an hour.
Ambush
The Tokyo based fashion company launched a wearable NFT in the form of a limited edition necklace. Those lucky enough to obtain such a piece not only got both a physical version and an NFT version of the necklace, but they also got access into an exclusive club in the Metaverse and they entered a lottery for a once in a lifetime IRL experience in Milan.
Jimmy Choo
The iconic women shoe brand that caters to a global elite launched their first NFT collection through Binance marketplace with 8,888 mystery boxes, containing virtual luxury shoes and a limited edition pair of hand painted sneakers.
Tiffany & Co
This luxury jewelry brand entered the world of NFT’s by buying Tom Sachs’ Rocket Factory NFT “Okapi” for 115 Ethereum. That just gave them a taste for more and the brand launched their very own NFTiff collection exclusively for owners of the famous NFT collection CryptoPunks. 250 pendants made of diamonds and gems for 30 ETH each. It sold out in under 20 minutes, raising $12,5 million.
