Apr 30, 20221 min read

Dolce & Gabbana

Luxury fashion for the metaverse & beyond

Dolce & Gabbana auctions its first NFTs collection and opens the doors to the Metaverse! On September 30th, 2021, the brand announced that it had sold at auction a nine-piece collection of fashion NFTS alongside some actual couture for a total of 1,885.719 Eth (Ethereum Cryptocurrency), equivalent of nearly $5.7 million. This collection was listed on UNXD a curated marketplace for digital luxury and culture.

The metaverse has been all the buzz, and it seems like we are moving towards VR worlds much sooner than initially anticipated. This was a spectacular way for D&G to claim the first mover's advantage in the luxury goods market of this emerging digital world.

Furthermore, D&G have launched their SuperFan community affectionately titled DGFamily. As they promise to take members on a journey to experience fashion in the metaverse and beyond.

Emphasis on the beyond, as we see D&G immersing their SuperFans with drops that include both digital and physical wearables, including an exclusive D&G swag pack. These bespoke creations won’t be available anywhere else.

This is an excellent use case for how brands engage their loyalist fans and bring them closer to the brand. They are giving their collectors everything expected from a luxury brand; bragging rights, exclusivity, and a reason to be financially and emotionally invested in the brand.