• Dolce & Gabbana becomes digital fashion leader with $6 million sale of NFT

  • Dolce & Gabbana’s highly anticipated Collezione Genesi has been a huge success. The 9-piece NFT collection sold $5.65 million on the UNXD platform, making it the most expensive fashion NFT collection of all time.

    The most valuable piece, which sold for $1.275 million, was a green glass set that was purchased by London-based e-commerce company Boson Protocol. Five of the digital outfits are also available in physical form, as well as real-life experiences, such as fashion trips to the design studios of luxury brands.

    All of the NFTs for sale are extremely rare pieces, including men’s and women’s clothing and a “museum quality” jewelry collection.The NFT collection signifies D&G’s forward-thinking style and its presence in the world of technology.

    “It’s not about nostalgia,” Dolce said in an interview.” Tradition and innovation have been two fundamental themes for us from the beginning – when we first started, we were pulled by innovation; then we realized we still needed our roots. We wanted to understand how we could have a better dialogue with our experiences, traditions and crafts, and combine all of that with innovation in an era where there is a new digital generation.”

    Other luxury fashion brands that have recently joined the NFT space include DKNY and Vogue, with Vogue Singapore releasing its first-ever NFT magazine cover this September.

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