Italian luxury brand Gucci to launch NFT collection

By Raffaele Redi
• Updated

Gucci is teaming up with Superplastic to produce a series of 250 limited-edition NFTs

Gucci NFT sample                                 
The Florence-based fashion house said it is “taking the metaverse a step further” after its first NFT experience in June 2021 – Photo: Gucci, via Twitter

Italian luxury fashion house Gucci has teamed up with Superplastic, a global entertainment brand of designer toys and digital collectibles, to create a series of NFTs that will drop on 1 February.

According to the Florence-based luxury brand, the first set of 10 NFTs will be available via Gucci Vault, the fashion house’s new platform dedicated to vintage items.

The Supergucci NFT collection, comprised of 250 pieces, was co-created by Gucci’s head of design Alessandro Michele and synthetic artists Janky and Guggimon, with each NFT incorporating classic Gucci patterns.

The digital collectables will also come with an exclusive eight-inch, white ceramic ‘SuperGucci SuperJanky’ sculpture, handcrafted by Gucci’s own ceramicists in Italy.

“We are taking the metaverse a step further with the first launch of an ultra-limited collection of NFTs,” the companies announced.

The NFT collection and the digital Vault

On the day of the first launch via the Superplastic platform, Kering subsidiary Gucci will be promoting its Gucci Vault, an experimental area that blends a historic digital vault with lab-like creativity.

“From floral patterns to the imaginary landscapes of psychedelic GG Supreme, the characters of Superplastic enter new worlds: the leading creator of animated celebrities, vinyls and digital collectibles has, in fact, collaborated with Gucci to create the new Supergucci collection,” said the company.

“For the three-part NFT series, each with its own handcrafted porcelain sculpture, Superplastic virtual artists Janky and Guggimon combine their digital style with the House’s traditional codes. In the first release, the famous SuperJanky character finds himself in 10 different and extravagant scenarios inspired by Gucci Aria”.

In June 2021, Gucci auctioned off its first NFT, released for $25,000, in an online sale hosted by Christie’s. 

That first Gucci NFT, inspired by the fashion house’s Gucci Aria collection, was a fashion film co-directed by Alessandro Michele and award-winning photographer and director Floria Sigismondi.

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