Luxury fashion brand Gucci cemented itself as an early adopter of the metaverse in 2022 with spaces on several digital platforms like ‘Gucci Vault Land’ on The Sandbox and ‘Gucci Town’ on Roblox. The brand hosted a virtual art exhibit and a virtual fashion show hosted by supermodel Naomi Campbell, integrated some of its products into gaming platforms and collaborated with blockchain technology company Yuga Labs. In its most recent tech venture, Gucci and iconic auction house Christie’s collaborated to release a digital art NFT collection featuring works by a number of leading digital artists.
Artist: MINNE ATAIRU. Image Source: Christie’s official website
Titled “Future Frequencies: Explorations in Generative Art and Fashion” the collaborative on-chain auction showcased 21 NFTs by digital artists such as Claire Silver, Tyler Hobbs, Emily Xie, Botto, William Mapan, Zach Lieberman and several others.
Per Christies’: “these digital artists create a fusion of disparate ecosystems by overlaying the industrial field of garment design and production onto the worlds of generative art and AI, which employ algorithms, modelling and data to simulate human-like intelligence and artistic output…”
The artists took creativity to the next level and explored themes ranging from generative textile studies to algorithmic interpretations of the famous Gucci Bamboo 1947 handle. “The result is a pioneering take, with many female-artists’ perspectives, on the many opportunities at the cutting-edge of creativity and technology” said the companies in a joint statement. “It’s an invitation to avant-garde thinking, with the motivation to propel radical new ideas and concepts around fashion’s supporting technologies toward future realities.” The auction took places on Christie’s 3.0, its on-chain auction platform launched last year, and all transactions made on the channel are recorded on the blockchain.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
