Italian luxury house Gucci is stepping into the world of digital art with its debut NFT, proving once again that the brand is all-in on digital. Gucci is offering up its first NFT, a film inspired by its recent Aria collection, as a part of a newly-unveiled auction at Christie’s.
The sale, titled PROOF OF SOVEREIGNTY: A Curated NFT Sale by Lady PheOnix is an NFT-specific auction that features a single work from Gucci. The NFT fashion film is co-directed by the house’s creative director, Alessandro Michele, and award-winning photographer and director Floria Sigismondi. The film expands Gucci’s Aria celebration, incorporating Michele’s recent runway presentation in a four-minute video clip.
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.” The auction house adds that Gucci’s new offering speaks to “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.”
All proceeds from Gucci’s Aria NFT sale will be donated to UNICEF USA in support of the organization’s role in ensuring everyone globally has equitable access to the COVID-19 vaccines. The starting bid for the NFT begins at $20,000 USD and ends on June 3 at Christie’s.