Gucci Launches First NFT, a Film Inspired by Recent Aria Collection

Currently available for auction at Christie’s ‘PROOF OF SOVEREIGNTY NFT’ sale.

NFT
7,366 Hypes 1 Comments

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.

In other Gucci news, check out this digital-only Gucci bag that sold for more money on Roblox than the actual bag.

Read Full Article
Text By
Image Credit
Jon Bronxl/Cosimo Sereni/Vanessa Charlot/Gucci
Share this article
In this Article

What to Read Next

SuperRare and Gucci Drop Second NFT Collaboration
NFT

SuperRare and Gucci Drop Second NFT Collaboration

‘The Next 100 Years of Gucci’ honors the brand’s colorful heritage. 

Gucci's Fall 2022 "Exquisite" Collection Delivers A Regal adidas Collaboration
Fashion

Gucci's Fall 2022 "Exquisite" Collection Delivers A Regal adidas Collaboration

Featuring a $17,500 USD silk duchess dress, a $13,800 USD wool and shearling cape, heeled sneakers and more.

Gucci's '90s-Inspired Basket Sneaker Now Comes In Low-Top Form
Footwear

Gucci's '90s-Inspired Basket Sneaker Now Comes In Low-Top Form

Choose from four retro colorways.


Palace and Gucci Announce Gucci Vault Exclusive Collection
Fashion

Palace and Gucci Announce Gucci Vault Exclusive Collection

A special collaboration between Alessandro Michele and Palace Skateboards’ Co-Founders, Lev Tanju and Gareth Skewis.

Tyler, the Creator, Lorde and More to Headline Primavera Sound Festival 2022
Music

Tyler, the Creator, Lorde and More to Headline Primavera Sound Festival 2022

The massive two-weekend festival takes place in June 2022.

Rumors of G-Dragon's PEACEMINUSONE x Nike Signature Shoe Surface
Footwear

Rumors of G-Dragon's PEACEMINUSONE x Nike Signature Shoe Surface

Reportedly dubbed the “Nike KWONDO1.”

Korean Cinema CGV Now Sells Popcorn in Cement Bags
Food & Beverage

Korean Cinema CGV Now Sells Popcorn in Cement Bags

For real movie theater popcorn lovers.

Recording Academy Announces New Rules for GRAMMY Awards
Music

Recording Academy Announces New Rules for GRAMMY Awards

Set to go into immediate effect for the 64th GRAMMY Awards.

New 'Uncharted' Movie Still Sees Tom Holland and Mark Wahlberg as Nathan Drake and Sully
Entertainment

New 'Uncharted' Movie Still Sees Tom Holland and Mark Wahlberg as Nathan Drake and Sully

Fans were quick to point out the absence of Sully’s moustache.


88rising Celebrates AAPI Heritage Month With Asia Rising Benefit Concert
Music

88rising Celebrates AAPI Heritage Month With Asia Rising Benefit Concert

With appearances from RZA, Guapdad 4000, NIKI and more.

Swatch Takes Bioceramic Into Orbit With New NASA Space Collection
Watches

Swatch Takes Bioceramic Into Orbit With New NASA Space Collection

The watches take their inspiration from astronauts’ space suit wardrobe.

PayPal Will Start Letting Users Withdraw Cryptocurrency
Tech 

PayPal Will Start Letting Users Withdraw Cryptocurrency

And move the coins into third-party wallets.

‘Temple Run’ Is Being Turned Into a Reality Competition TV Show
Entertainment

‘Temple Run’ Is Being Turned Into a Reality Competition TV Show

Competitors will race through a real-life version of the mobile game.

Thom Browne's Resort 2022 Menswear Collection Is Anything But Casual
Fashion

Thom Browne's Resort 2022 Menswear Collection Is Anything But Casual

Featuring oversized ponchos, pleated kilts and padded blazers.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.