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奢侈品牌杜嘉班纳推出NFT系列

2021-7-17 17:02

 

 

奢侈品牌杜嘉班纳(Dolce & Gabbana)将与数字市场UNXD合作推出不可替代代币(NFT)系列。该系列名为Genesi,将在杜嘉班纳即将举行的Alta Moda、Alta Sartoria和Alta Goilleria时装秀上进行推广。


奢侈品牌已经玩了一段时间的nft。古驰是最早与一个平台合作开发3D服装作为非功能性服装的公司之一,许多其他公司向《Vogue》证实,他们正在完成非功能性服装交易。


尽管有这些说法,但到目前为止,很少有高端时尚品牌进入非功能性ft领域。


将奢侈品品牌整合到数字世界的一种方式是通过游戏合作。随着电子竞技的兴起,电子时尚开始流行起来,各大品牌都在想方设法把自己的产品搬上电视屏幕。路易威登(Louis Vuitton)与《英雄联盟》(League of Legends)一起发布了数字时尚系列。


一些业内专家认为,nft可能是数字时尚的下一个发展方向,使玩家能够在电子游戏之外的数字空间中拥有服装。巴宝莉是最早与神话游戏合作推出游戏内服装NFT系列的公司之一。


NFTs在时尚界的另一个应用是在时装秀上把它们作为礼物送给特殊的参与者。Fédération de la Haute Couture et de la Mode (FHCM)与Arianne合作,在巴黎男装周和高级定制周期间为选定的参与者、买家和记者提供nft。


然而,杜嘉班纳的系列与路易威登(Louis Vuitton)的数字时尚产品、巴宝莉(Burberry)为游戏角色设计的服装以及FHCM为纪念品设计的NFTs完全不同。这是一款针对该公司传统用户的高端产品,而非年轻且富有的加密游戏市场。


该系列集中展示来自威尼斯的艺术传统,时装秀将在威尼斯举行。第一个拍卖的非ft名为“来自梦想的裙子”,它的灵感来自设计师杜梅尼科·多尔切(Domenico Dolce)和斯特凡诺·嘉班纳(Stefano Gabbana)的梦想。虽然NFT可能设计得很漂亮,但只有该品牌的活跃粉丝才可能对拥有一个数字代表所有者的梦想感兴趣。


UNXD正寻求将自己定位为一个以奢侈NFT交易为目标的品牌。每一件收藏品将在UNXD市场上独家拍卖,这是由多边形网络提供动力。


Polygon是一个以太坊扩展解决方案,减少了创建nft的环境影响和成本。beple的NFT项目WENEW也采用了Polygon。

 

Luxury brand Dolce & Gabbana will launch a non-fungible token (NFT) collection in partnership with digital marketplace UNXD. The collection is called Genesi and will be promoted at Dolce & Gabbana’s upcoming shows Alta Moda, Alta Sartoria, and Alta Goilleria. 

Luxury brands have been playing with NFTs for a while. Gucci was one of the first to partner with a platform to develop 3D clothing as NFTs and many others confirmed to Vogue that they were in the process of completing NFT deals.

Despite these claims, as yet, few high end fashion names have entered the NFT space. 

One way to integrate luxury names in the digital world is through gaming partnerships. Digital fashion became popular with the rise of esports, as brands looked for ways to put their product on the video screen. Louis Vuitton released a digital fashion line with League of Legends. 

Some experts in the industry believe that NFTs can be the next development of digital fashion, enabling gamers to own the garment in a digital space outside of the video game. Burberry was one of the first to launch an in-game clothing NFT collection in a partnership with Mythical Games. 

Another implementation of NFTs in the fashion industry is giving them as gifts to special attendees in fashion shows. The Fédération de la Haute Couture et de la Mode (FHCM) partnered with Arianne to give NFTs to selected attendees, buyers and journalists during Paris Fashion Week Men, and Haute Couture Week.

However, Dolce & Gabbana’s collection is nothing like Louis Vuitton’s digital fashion offer, Burberry’s clothing for game characters line, nor FHCM’s NFTs as souvenirs. This is a high end product targeted at the company’s traditional audience instead of the younger, crypto-wealthy gaming market. 

The collection is focused on artistic traditions from Venice, where the fashion shows will take place. The first NFT to be auctioned is called “Dress from a Dream” and it is inspired by a dream from the designers Domenico Dolce and Stefano Gabbana. While the NFT may very well be beautifully designed, only active fans of the brand will likely be interested in owning a digital representation of the owners’ dreams.

UNXD is looking to position itself as a brand targeting luxury NFT deals. Every piece of the collection will be exclusively auctioned on the UNXD marketplace, which is powered by the Polygon Network. 

Polygon is an Ethereum scaling solution that reduces the environmental impacts and costs of minting NFTs. WENEW, Beeple’s NFT venture, is also powered by Polygon.

 

 

来自: Ledger Insights