Gucci Launches First NFT Inspired By Recent Aria Collection | Fashion News


The enthusiasm for NFTs is not waning. Gucci has just launched its very first NFT which consists of a film inspired by its recent Aria collection, as a part of a newly-unveiled auction at Christie’s.


The work was co-directed by the house’s creative director, Alessandro Michele, and award-winning photographer and director Floria Sigismondi. This will be sold in a dedicated NFT auction called PROOF OF SOVEREIGNTY: A Curated NFT Sale by Lady PheOnix.


According to Christie’s, the new NFT piece is set with a “dream-like landscape and effervescent energy, marks a historic moment for the storied brand, as it bridges into a new media space.”


That’s not all, as the auction house adds that “Aria’s overarching message – that of a universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed. Doors open as darkness yields to light and that long-awaited feast of air”.


The film is presented as a dialogue between the digital art of the 20th and the 21st century. Proof of Sovereignty includes big names in the digital art world, such as the late Nam June Paik, as well as Marguerite de Courcelle, Joshua Davis, Claudia Hart, Lethabo Huma, KESH and Tamiko Thiel.


Behind this auction is a good cause. All profits generated will go to UNICEF, towards achieving equal distribution of vaccines against the coronavirus around the world.


The sale will runs from May 25 to June 3 on Christie’s website and the starting price is $20,000 USD.


You can take a look at the Aria collection, which inspired the NFT here:




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