Dolce & Gabbana Sells Out Digital Couture Collection For $6 Million
Milestone Date: October 1, 2021
Italian fashion designer Dolce & Gabbana launched a digital fashion collection called Collezione Genesi, which was showcased and auctioned on the digital luxury marketplace, UNXD.
Shashi Menon, founder and chief executive of UNXD, approached Dolce & Gabbana and pitched the idea to launch a digital collection. UNXD designed the virtual fashion pieces based on actual physical D&G designs, iterations of various dresses dripped in jewels, and sketches from D&G designers. There were only nine pieces in the collection, which came with physical couture items.
These beautiful photos from Venice captures the mind-blowing IRL experience of seeing these pieces of wearable art. The way light just dances off the surface is truly something else. (📷 German Larkin) pic.twitter.com/T4iJWF3g79
— Dolce & Gabbana (@dolcegabbana) September 19, 2021
The highest-selling piece was The Doge Crown, which featured seven blue sapphires and 142 diamonds. It sold for an equivalent of $1.25 million at the time of auction.
This is a huge success and an example of a luxury brand taking a chance to explore Web3 and see how their community would respond to the NFT collection. The auction generated 1885.719 ETH, which is ~$6 million USD at the time of the virtual event.
By Elizabeth Morrison
Published:October 1, 2021