Italian luxury brand Dolce & Gabbana (D&G) is expanding its NFT collection by partnering with Polygon NFT marketplace UNXD.
The expansion, dubbed “DGFamily NFT community” will use UNXD’s platform as the gateway to the DGFamily’s ability to access its exclusive luxury product line through an entry pass called “DGFamily Box.”
D&G’s announcement via Twitter comes after D&G’s initial debut of its first collection – Collezione Genesi, back in September of last year. The collection, inspired by Venice, served as the world’s first ‘couture NFT collection,’ with nine pieces of artwork.
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 the grand total of over $5.5 million, with Doge Crown selling 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 items in each box a different rarity and adding an additional element of exclusivity. While the prices of the different boxes have not yet been disclosed, in addition to any information relating to its supply, both Domenico Dolce and Stefano Gabbana will design all the items in each box.
However, for purposes of “ensuring a reasonable rarity,” the company says there will be less than 10,000 boxes with the prices to be revealed 1-2 weeks prior to each drop.
“The first drops and experiences will be really special,” said the executive.
The first planned D&G Family Box drop will take place on UNXD on March 26, with sales priced in Wrapped ETH (wETH)through Polygon’s scaling network.
Buyers can acquire wrapped ETH by bridging their Ethereum to the Polygon network. The boxes will be minted on Layer 1 Ethereum and bridge to Polygon for delivery to their respective owners after the sale.
Other luxury brands – DKNY and Louis Vuitton
D&G is not the only household luxury brand to take its elite collections into the blockchain and NFT spaces.
Last year, fashion brand Donna-Karen New York (DKNY) launched an NFT of its logo in partnership with French artists Obvious. The NFT was available on the Rad NFT marketplace.
In that same month, French fashion house Louis Vuitton joined forces with digital artist and graphic designer, Beeple, for its 200th birthday celebration.
Fashion companies have also begun using the blockchain to prevent counterfeiting. UNXD stresses the importance of security for the D&G NFT drop, emphasizing that no drops have gone live yet, and to watch out for counterfeits on OpenSea.
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