Based on its Aria collection, Gucci created its first-ever NFT and it takes the form of an artistic digital fashion film called Proof of Sovereignty: A Curated NFT Sale by Lady PheOnix.
The non-fungible token was co-created by Gucci’s Creative Director Alessandro Michele and award-winning director Floria Sigismondi, and the exclusive video comes in at just over four minutes. The digital asset is said to capture a "universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed," which is a feeling that resonates with many people as the world prepares to ease out of a pandemic.
Recently, Gucci sold a Dionysus bag for thousands of dollars on the gaming platform Roblox, showing that the future of virtual luxury fashion collectibles is only just beginning.