Milan-headquartered Italian luxury fashion house Dolce & Gabbana is launching its debut non-fungible token (NFT) collection (“Collezione Genesi”), which is inspired by the city of Venice, with the help of UNXD, a Polygon-powered digital marketplace.

According to Vogue, the items from Collectzione Genesi will get featured in three D&G events — Alta Moda (i.e. high fashion or haute couture), Alta Sartoria (i.e. high-level formalwear), Alta Gioielleria (i.e. high/fine jewellery) collections taking place in Venice on August 28, August 29, and August 30 respectively. Collezione Genesi will be available for sale on the UNXD website on September 1.

As Anna Tong reported for Vogue Business on April 5, fashion brands have been “studying the wild, wacky world of blockchain and all its creative and business possibilities” and are now “poised to jump in.”

Vogue Business said back then that multiple industry sources had confirmed that several luxury fashion houses were preparing to release NFTs. Marjorie Hernandez, founder of blockchain startup Lukso, told them:

The question is just who will pull the trigger first. Luxury brands were behind on the e-commerce trend, so there’s now more of a willingness to experiment with new technologies like blockchain.

It looks like now we have the answer.

Clothia, “a fashion designer collective that enables emerging fashion designers worldwide to connect directly to customers”, currently has several dress NFTs for sale at auction, with reserve prices starting at 3.5 ETH.


The views and opinions expressed by the author, or any people mentioned in this article, are for informational purposes only, and they do not constitute financial, investment, or other advice. Investing in or trading cryptoassets comes with a risk of financial loss.


Photo by “MAKY_OREL” via Pixabay