If you think that NFTs are just a fad, the fashion industry is here to prove you wrong.
One by one, luxury brands are jumping into the NFT boom and expanding to the digital world, hoping to attract the hardest-to-reach generation, Gen Z. Here are six high-end brands that have joined the NFT party:
1) Louis Vuitton
You can now get a limited-edition Louis Vuitton NFT just by playing their video game? That’s right.
In commemoration of LV’s 200th birthday anniversary, the French luxury brand has seriously bet on blockchain technology and developed an adventure-based game that challenges players to travel around six different worlds and collect a total of 200 candles.
There are also 30 unique NFT collectibles embedded in the video game, of which 10 are created by renowned digital artist Beeple. The digital game, “Louis: The Game” is now available for download on the App Store and Google Play.
Another luxury brand that has launched its first-ever NFT collection is Burberry.
Partnering with Mythical Games, Burberry has created a limited edition character Burberry Blanko for the game Blankos Block Party. The multiplayer game is an open-world game featuring Blankos who are digital vinyl toys that live on the blockchain.
Burberry’s Blanko is a shark character named Sharky B and players can purchase, upgrade and sold their Blanko NFT within the Blankos Block Party marketplace. In addition, Burberry will also be launching in-game NFT accessories like jetpack, pool shoes and more, which can be worn by any Blanko.
3) Dolce & Gabbana
Dolce & Gabbana took to Twitter to announced the exclusive debut of their NFT wearables on the luxury marketplace UNXD.
In their promotional trailer, the Italian haute couture fashion label mysteriously revealed the NFTs collection as “Collezione Genesi”. Registered NFT users will be given early access to see the collection when they invite a friend. The Venice-inspired Genesis collection will be premiere at Alta Sartoria and Alta Gioielleria shows from 28–30 August in Italy.
While most luxury brands have been releasing limited-edition NFTs, nothing compares to Gucci’s first NFT, which is said to be the most expensive item from the house of Gucci. In fact, it’s also the most expensive NFT artwork ever sold by a fashion brand.
Gucci’s Aria collection features a four-minute video clip titled “Proof of Sovereignty” that is sold via Christie’s for $25,000. All of the proceeds will be donated to UNICEF USA to support UNICEF’s goal in ensuring global access to Covid-19 vaccines.
Wearables aren’t the only NFT sold among luxury brands and Rimowa make sure of that.
The high-end German luggage label has collaborated with design firm NUOVA to release a lineup of minimalistic and futuristic artwork including a food cart, a lamp, a sound system and a table. Each of them features Rimowa’s signature leather straps and logo.
It does look fancy.
The collection was auctioned on Rarible on 18th May while all the proceeds are donated to the creators of the artwork and a non-profit organisation.
6) Jacob & Co.
Last but not least, luxury jewellery and watchmaking brand Jacob & Co.has also tried their luck with NFT by releasing the first-ever NFT watch.
The high-end digital timepiece would be similar to the physical SF24 with a functioning tourbillon and a split-flap system. But here’s the catch — instead of displaying international cities,10 different cryptocurrencies such as Bitcoin and Ethereum would be shown. The product was sold for $100,000 at auction.
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