Image via Christie’s
Earlier this week, a virtual Gucci Dionysus bag sold on gaming platform Roblox for over US$4,000, more than one would pay for the physical version.
Now, Gucci is furthering its digital ambitions by cashing in on its first-ever non-fungible token (NFT) venture, a digital film on auction at Christie’s. The online sale, named Proof of Sovereignty: A Curated NFT Sale by Lady PheOnix, is based on the fashion house’s latest Aria collection.
Co-created by Gucci’s Creative Director Alessandro Michele and award-winning director Floria Sigismondi, the four-minute-and-five-second video is an exclusive piece of digital art that will be accompanied by an NFT.
The preview of the looping clip, measuring 1152 x 1152 pixels, features a model opening up doors while dressed in Gucci, along with a pristine white horse running in slow motion.
Its description says the film speaks to the collection’s overarching message “of a universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed.”
Starting bids are placed at US$20,000, and the auction will close in a week’s time. Proceeds from the sale will be donated to UNICEF USA to support its role in “ensuring equitable access to COVID-19 vaccines.”