Gucci Eyes the Next Century with it's Super Rare NFTs
Gucci has rapidly emerged as one of the most popular and present brands in the Metaverse, consistently pushing creative possibilities. Gucci has partnered with NFT marketplace SuperRare to create NFTs exploring the fashion houses 100 year history, showcasing their past, present and future. Gucci’s exhibition has everything imaginable from floral prints to GG-monogram bionic body parts. Works were displayed on Vault, the brand’s experimental platform in three chapters.
During Gucci’s first exhibition they teamed up with 29 artists to examine the brand’s past and reinterpret the future of the brand. Some of these artists are already established crypto aficionados while others primarily work with more traditional art forms and are entirely new to this medium.
artwork by jordan schiffer
With different artists working with the brand heritage Gucci theme, each had a unique interpretation which displayed the essence of Gucci as a whole. Artist, An Chen, interprets Gucci’s signature flora pattern in “Flora II — Gocce de Flori” by displaying the “design growing powerfully across time and dimensions,” the artist said. Aliina Kauranne, another artist in the gallery, infuses shiny retrofuturism and ‘90s lava lamps into her piece, “GG Metal Boot.”
The gallery comes shortly after Gucci acquired $25,000 worth of SuperRare DAO’s native token $RARE. The partnership marks Gucci’s grand entrance into the marketplace, and the first DAO, decentralized autonomous organization, focused on curation in the Web3 world. Although most brands are just starting to get their feet wet with Web3 and NFTs, Gucci has already established itself in the ones-and-zeroes universe.
artwork by vexx
This is not Gucci’s first foray into the land of digital art, however. In May 2021, it became the first luxury brand to delve into NFTs after auctioning a film inspired by their “Aria” collection, sold via Christie’s auction house for $25,000.
NFTs are becoming increasingly popular among fashion enthusiasts with the industry being valued at a cool $231 billion, says Coin Telegraph. This form of cryptocurrency is making headway and is being used in a variety of ways within the fashion industry. One major way companies are using NFTs is through authenticating digital twins of physical goods on the blockchain. An app focused on this process using visual recognition instead of RFID tagging is Authentique.
artwork by alexis christodoulou
The Authentique app is the latest innovation in NFT and verification taking aim at the counterfeit industry. With the Authentique app, luxury goods are scanned through visual recognition software during the point-of-purchase. The item is then converted into an NFT digitally, thus allowing the customer to carry a digital twin of their physical product.
With innovations such as the Authentique app, luxury goods’ owners are able to verify their products and even sell their products on the resale market with ease of mind. Buyers can also track the provenance of the physical item through the digital twin thus creating a legitimate approach to the resale market.
