Italian luxury fashion house Gucci has joined the NFT (non-fungible token) craze with a new film inspired by its latest fashion collection, Aria. Released as part of the “Proof of Sovereignty: A Curated NFT Sale By Lady Pheonix at Christie’s, the fashion film is co-directed by the brand’s Creative Director Alessandro Michele, and award-winning photographer and director Floria Sigismondi, which expands Gucci’s Aria celebration, incorporating Michele’s recent runway presentation in a four-minute video clip.
Related: All About Gucci's Aria Collection
According to Christie’s, the new NFT work is set with a “dream-like landscape and effervescent energy, marks a historic moment for the storied brand, as it bridges into a new media space.” Gucci’s offering also speaks to “Aria’s overarching message—that of a universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed. Doors open as darkness yields to light and that long-awaited feast of air.
All proceeds from Gucci’s NFT sale will be donated to Unicef USA to support Unicef’s role in Covax, an initiative aimed at ensuring global equitable access to Covid-19 vaccines. The starting bid for the NFT begins at US$20,000 and the sale will end on June 3.