Non-Fungible Token. That's term that's turned the world upside down. You keep reading about NFTs on the Internet, hear about crypto in almost every conversation you walk into, and see them featured in every Twitter profile pic that scrolls down your feed.
The first NFT ever created was back in 2014, and despite a lack of acknowledgment for many years, NFTs have become a new social norm. Any brand that's anyone is getting in on the trend, teaming with digital artists and platforms to create their own NFTs, hoping to cash in on the hot digital commodities.
See also: Adidas and Prada Announce Open-Source NFT Project, and You’re Invited to Create
From storied fashion houses to eyewear, time pieces and spirits, luxury goods companies are leading a digital charge. Here are some of the biggest luxury NFT s so far.
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Adidas and Prada recently partnered to create the Prada Re-Nylon collection, but the looks went beyond the physical and stepped into the Metaverse. Titled the Adidas for Prada Re-source project, the NFT collection invited everyday people from across the globe to submit their own photographs for a chance to be turned into a larger NFT. That greater piece was compiled by famed digital artist Zach Lieberman, and it was ultimately sold for an astounding 30 Eurotheum, which converted to about $97,559.10.
In April of 2021, famed watchmaker Jacob & Co. turned its SF24 Tourbillon timepiece into an NFT digital asset, and watch collectors were in on the concept. The piece sold for $100,000 at auction on the ArtGrails NFT platform. The digital watch mirrored the physical item's functioning tourbillion and world time zone display, but rather than displaying cities, the flap system shows cryptocurrencies.
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Ray-Ban and digital artist Oliver Latta, also known as ExtraWeg, teamed up to create the first-ever pair of NFT Ray-Ban aviators. Titled The NFT Aviator, the work centers around a 16-second video loop of a man’s rotating head, sporting classic Ray-Ban aviators. We're not sure if said glasses are available as accessories to your own avatar, but the NFT did sell on OpenSea for 1.8 Eurotheum, or $5,869.80. Funds collected were promised to the Italian Art Trust charity fund.
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Superplastic’s core characters, Janky and Guggimon, entered Gucci’s Secret Vault and opened it to a whole new world—and by that we mean the Metaverse. Gucci and Superplastic created an NFT collection called SuperGucci, which features Janky and Guggimon’s styling in Gucci’s classic prints. Each NFT within the three-part series came with its own ceramic sculpture figurine, made by Gucci’s own ceramicists in Italy. At the time of publication, the NFTs are still up for bid, so visit OpenSeas to grab a SuperGucci of your own.
See also: Gucci Announces NFT Launch with Superplastic Artists Janky and Guggimon
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Luxury brand Louis Vuitton partnered with digital art pioneer Beeple to create its first ever NFT game, “Louis: The Game.” It was released on April 8, 2021 to celebrate the 200th birthday of brand founder Louis Vuitton. Players join the brand’s mascot, Vivienne, in search of 200 collectible candles. The game features 30 NFTs, some of which were created by Beeple himself. Players are able to collect the NFTs, but they are not able to resell them. The game is available on all mobile devices by visiting the Google Play store or the Apple app store.
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Givenchy’s creative director Matthew M. Williams collaborated with Mexican-based artist Chito not only on a new fashion line, but on a Chito x Givenchy NFT collection, too. Like most NFTs, each in the collection is entirely unique. The Chito x Givenchy collection presented 15 NFTs which primarily featured pitbulls and young characters, both a young boy and a girl. The NFTs are created in Chito's signature graffiti style, giving the impression they were made with spray paint rather than a paint brush on canvas. Each NFT in the collection was already auctioned off on OpenSeas.
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NFT-based game Blankos Block Party includes an exclusive Burberry character. The games creator, Mythical Games Inc., collaborated with the British fashion house to launch its first digital item in the Burberry’s B-Series, an NFT called “Sharky B” that can be collected and sold among the players in the game. Burberry even launched its own collection of in-game NFT accessories for Sharky B to show off, including jetpacks, arm bands and pool shoes. The accessories can be added to other in-game characters, too. The game is available on Microsoft Windows and Macintosh operating systems.
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Coinciding with its Serpenti Collection, Bulgari launched Serpenti Metamorphosis, an immersive AI installation created by Turkish artist Refik Anadol. The multi-sensory digital artwork, which was located in Milan, Italy; was initially created to be experienced in the physical realm until October 31, 2021. There are plans to turn the exhibit into an NFT, and while it has not yet launched, the NFT will be completely unique and collectible.
Photography by: Courtesy of Jacob & Co
