Dolce and Gabbana rakes in $6million in NFT sales. 🚀

Kally
2 min readOct 7, 2021

How else to explain the brand's announcement on Sept. 30 that a nine-piece exhibition of electronic NFTs, as well as some actual couture, had auctioned for a total of 1,885.719 Eth., or nearly $5.7 million.

Because the compensation to Dolce & Gabbana would be made at market prices, the cryptocurrency’s significance has surged since the news up 10% as of Friday giving rise to the exhibition’s value to $6.1 million 😲. Pranksy and Seedphrase, two prominent NFT collectors; Boson Protocol, and Red DAO.

“These prices are not surprising,” explained Nick Jushchyshyn. “You have world-renowned designers creating something absolutely unique, with attention to detail — it is beyond what you expect to see in a typical digital rendering — and it’s a one of one. It makes perfect sense that there would be an NFT collector in the world who would value it.”

Merav Ozair, a leading expert on blockchain and FinTech professor at Rutgers Business School, concurred. “I thought it would come sooner,” Dr. Ozair said. “We are moving toward a virtual reality world, and when we get to that state — sooner than we think, in a matter of years — luxury goods will be part of that world.”

Five of the articles were physically creations, designed and fulfilled by Dolce & Gabbana, with virtual iterations for the metaverse: two editions of The Dress from a Dream, in gold and silver, both with beads and crystal accents; The Glass Suit, an emerald green men’s suit, likewise embellished; and two gold-plated and gem-studded silver crowns, called The Lion Crown and The Doge Crown.

The four other articles were exclusively digital: three richly embroidered men’s jackets and The Impossible Tiara, made of “gems that can’t quite be found on Earth,” as Dolce & Gabbana explained on Twitter. Based on sketches by the brand’s designers, Domenico Dolce and Stefano Gabbana.

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Kally

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