In 2021, Dolce & Gabbana partnered with UNXD, a digital luxury and culture NFTs marketplace, to sell Collezione Genesi. The daring collection of digital artwork with matching physical twins was a huge hit with collectors. D&G made millions off the collection and plans to release other such projects in the future.
Non-fungible tokens are a brilliant way to protect digital creations. Blockchain technology and complicated algorithms are used to prove the originality of a digital piece of art. Just like your car has a title or you own the deed on your home, an NFT demonstrates that you are the owner of the original digital creation. Such technology has stunning implications.
It means that artists like Dolce & Gabbana can be fairly compensated for the digital masterpieces they create. Plus, you can invest in NFTs just as you would cryptocurrency or other forms of investments.
You may be wondering what bidders on Collezione Genesi got for their money. Here’s a peek at what the first Dolce & Gabbana NFT Collection offered.
Alta Moda
Alta Moda were pieces of wearable art created for women. These masterful designs were inspired by two themes. The first was Venetian glass, famed the world over for its beauty and elegance. The second was a celebration of health and family as well as love.
Alta Sartoria
Alta Sartoria were designer works of art for men. These beautiful and colorful suits were inspired by Venetian chalices.
Alta Gioielleria
Alta Gioielleria were decadent pieces of jewelry of gold and gems. Two crowns are in the collection. One is a digital-only tiara called the Impossible Tiara containing turquoise tourmalines and red emeralds. Such gems can no longer be found on earth, but they can be enjoyed in the digital world.
The Lion Crown is inspired by the Lion of Venice and contains beautiful gems. The Doge Crown is inspired by the ruler of Venice, the Doge. This crown has golden zodiac signs and breathtaking gems. Rumor is that the one owning this crown will be the undisputed ruler of crypto.
3 Assets of Alta Moda and Alta Sartoria
Those who purchased the digital assets benefited from a 4K resolution or ultra HD rendered animation, along with high-quality stills. Buyers also received a custom digital recreation of the piece in one open metaverse of choice.
Additional Physical Benefits
While Alta Gioielleria was solely a digital asset, the Alta Moda and the Alta Sartoria offered other benefits besides the digital assets. Buyers of the Alta Moda and Alta Sartoria pieces also received a physical version of the dress or costume that was custom-fitted to the wearer. The one with the winning bid had to fly to Milan to be fitted for the piece within one year of making the purchase.
The wearable NFTs were made of organza and silk and were also lined in silk. The designers also embroidered the pieces with Swarovski crystals and Murano glass.
Winners also got the original sketch of their piece. Domenico Dolce and Stefano Gabbana designed the pieces and signed the sketches.
Experiential Benefits
In addition to the digital and physical assets, buyers also obtained experiential benefits. They can attend the Alta Moda and Alta Sartoria as well as the Alta Gioielleria couture events in Italy for two years. They also get a private tour of the Dolce & Gabbana atelier in Milan. The piece they buy will be displayed for two weeks in the Milan store along with their name. They can also display the piece and their name at any other Dolce & Gabbana store of their choosing.
More NFTs Ahead
Dolce & Gabbana has launched the DGFamily NFT Community. The designer is launching three boxes, including the Platinum Box and the Gold Box as well as the Silver Box. What is hidden in these beautiful and elaborate boxes remains to be seen, but buyers are sure to enjoy not only the digital tokens but also physical recreations and other benefits as well.
NFTs are a natural fit for fashion designers such as Dolce & Gabbana. People love owning original designs, and with the advent of the metaverse and digital reality, seeing priceless jewelry of long-gone precious jewels will be as easy as picking up a virtual reality headset.
