Fashion goes digital with NFT

    Fashion goes digital with NFT

    The fashion industry is also interested in what the virtual world has to offer, starting with the numerous solutions for promoting their creations.

    After convincing the art world, the Crypto universe has managed to gain the attention of the fashion world.

    For some months now, NFTs have been gaining ground among the big brands, with the creation of products and events designed for exclusive digital enjoyment.

    RTFKT + FEWOCIOUS STUDIO

    This is the case of the collaboration between design studio Rtfkt and digital designer Fewocious, who recently sold 613 pairs of shoes – physical and NFT – on the Nifty Gateway marketplace for a total of $3.1 million.

    The success was predictable: the sneaker-loving community is constantly following every single new development in this segment and is also inclined to collect, a fact that is amply demonstrated by the high sales figures for the shoes even in the second-hand market.

    IMMAGINE OPERA COURTESY: GUCCI, Aria, 2021. ©GUCCI

    GUCCI + CHRISTIE’S

    Another notable sale was the Christie’s auction, which for the first time ever managed to beat an NFT work by the famous Gucci brand to $25,000. It is a Crypto work inspired by the fashion film Gucci Aria, co-directed by Alessandro Michele and world-renowned photographer and director Floria Sigismondi.

    The “Proof of Sovereignty” auction, which closed on 3 June, was curated by Lady PheOnix and featured, in addition to the first Gucci NFT, 19 works by digital artists including Nam June Paik, Marguerite deCourcelle, Kesh and Tamiko Thiel.

    VALENTINO + MATTHEW STONE

    The Business of Fashion confirms that several fashion houses have made their debut in the virtual world or are planning to do so in the near future, but it is important to remember that not all brands are naturally inclined to experiment with digital, especially in the case of those considered ‘traditional’, whose customers are still strongly tied to the physical world.

    “If fashion brands want to embrace NFTs they will have to start meeting the needs of a new customer demographic with a different set of preferences. Because of these barriers, fashion companies will need to partner with experienced players in the industry,” adds the Business of Fashion.

    And you, are you ready to collect NFTs from the world of fashion?

    Photo Credits: “Unexpected Growth” NFT by TAMIKO THIEL featured in the auction PROOF OF SOVEREIGNTY: A Curated NFT Sale by Lady PheOnix

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