Italian luxury brand Dolce & Gabbana (D&G) is expanding its NFT collection in partnership with the Polygon NFT UNXD marketplace.
The expansion, dubbed the “DGFamily NFT community” will use the UNXD platform as a gateway to DGFamily’s ability to access its exclusive luxury product line through an entry pass called the “DGFamily Box”.
D&G’s announcement via Twitter follows D&G’s initial debut of its first collection — Colezione Genesi, in September of last year. The Venice-inspired collection served as the world’s first ‘NFT haute couture collection’ with nine pieces of art.
The most famous of the collection was “doge crown” — a digital artwork containing seven sapphires and 142 diamonds. The collection was sold to private collectors for a total of over $5.5 million, with Doge Crown being sold for over $1.2 million.
“DGFamily is an extension of how we’ve always operated, but extended through digital technology,” said a D&G executive in a recent Twitter space.
D&G’s first drop via Wrapped ETH
Each piece will have multiple designs in different boxes, giving the items in each box a different rarity and adding an additional element of exclusivity. Although the prices of the different boxes have not yet been released, in addition to any information regarding their supply, Domenico Dolce and Stefano Gabbana will design all the items in each box.
However, for the purposes of “ensuring reasonable rarity”, the company says there will be less than 10,000 boxes with prices to be revealed 1–2 weeks before each release.
“The first drops and experiences will be really special”, said the executive.
The first planned drop of the D&G Family Box will take place at UNXD on March 26, with sales priced in Wrapped ETH (wETH) through Polygon’s scaling network.
Buyers can purchase ETH encapsulated by making the bridge between them Ethereum for the Polygon network. The boxes will be minted on tier 1 Ethereum and will pass to Polygon for delivery to their respective owners after the sale.
Other luxury brands — DKNY and Louis Vuitton
D&G isn’t the only luxury home brand to take its elite collections into the blockchain and NFT spaces.
Last year, fashion brand Donna-Karen New York (DKNY) released an NFT of their logo in partnership with French artists Obvious. NFT was available on the Rad NFT market.
That same month, French fashion house Louis Vuitton joined forces with digital artist and graphic designer Beeple to celebrate its 200th anniversary.
Fashion companies have also started using blockchain to prevent counterfeiting. UNXD emphasizes the importance of security for the D&G NFT release, emphasizing that no release has been released yet, and to be on the lookout for fakes in OpenSea.
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