Dolce & Gabbana launch NFTs in advance of metaverse expansion
Italian luxury brand Dolce&Gabbana (D&G) has announced the launch of DGFamily, a new NFT community, in collaboration with marketplace for digital luxury UNXD.
D&G said that the NFT community includes unique benefits for holders in real life and the metaverse, including access to exclusive drops and collaborations, both digital wearables and physical products, and access to exclusive digital and physical events hosted by the luxury fashion brand.
The move follows the release of the company’s debut NFT, Collezione Genesi, a nine piece collection designed by Domenico Dolce and Stefano Gabbana exclusively for UNXD.
“For Dolce&Gabbana, fashion has always been a merging of worlds that are very distant from each other, and new technology has inspired the vision of Domenico Dolce and Stefano Gabbana from the very beginning,” said the company in a statement. “The new DGFamily NFT community represents the digital equivalent of one of the cornerstones of the brand’s DNA: the idea of family, a community of people who find themselves united by shared passion and values.
“Dolce&Gabbana is thrilled to be able to extend this idea at the basis of its history beyond the boundaries of physical reality: when technology is at the service of people and their dreams, it becomes an even more powerful tool.”
“Following our historically successful Collezione Genesi drop in September, the launch of the DGFamily NFT community will represent an inflection point in the future of fashion and future of NFTs,” said Shashi Menon, chief executive, UNXD. “Dolce&Gabbana and UNXD are thrilled to really lean into the NFT community and create something truly special.”
The collection generated 1,185.719 ETH, with buyers including several of the “world’s most prominent NFT collectors”, according to the brand.
