The new obsession with luxury brands?NFT
(Etx Daily Up) - The frenzy that surrounds the NFT spreads like a trail of powder.After the art world, these authenticity certificates associated with a virtual object arouse the interest of luxury brands.House Guerlain is the latest to succumb to this fashionable acronym.
The Guerlain Maison will have waited for the International Contemporary Art Fair in Paris (FIAC) to be seduced by the NFT, these unique digital tokens, impossible to reproduce.For the fourteenth consecutive year, the claw presents an exhibition of contemporary art, registered in the private journey of the FIAC.
"When the material becomes art" brings together sculptural works, paintings, photographs, installations, chosen by the exhibition commissioner Caroline Messensee to explore the question of materiality in art.They were produced by 21 artists including Jean-Charles Blais, Nacho Carbonell, Céline Cléron and Nadja El Zein.
The exhibition also returns to the appearance of digital matter and the repercussions that these creations of a new genre on the art world have.Guerlain has even decided to go further by inviting several artists to produce original NFT certified digital works on the theme of art and matter.
Liu Bolin, Lauren Moffatt, Sabrina Ratté and Constance Valero lent themselves to the game and their achievements are offered for sale until November 15 on the site of the Drouot auction house.According to Maison Guerlain, the profits of this sale will be fully donated to the GoodPlanet Foundation to finance the creation of a laboratory garden in regenerative agriculture.
When nft rhymes with charity
Guerlain is not the only luxury brand to give new impetus to its humanitarian commitment with NFT.Havaianas put auction in May five pairs of Tongs 2.0.Created by the Brazilian artist Adhemas Batista.Part of the recipes for these digital objects is intended for the Favela Galeria, an outdoor museum located in a disadvantaged district of Sao Paulo.A foray into the world of NFTs under the sign of solidarity for Fernanda Romano, Chief Marketing Officer at Alpargatas, parent company of Havaianas."Our intention was to enter the discussion [around the NFT] in an authentic way, and art is part of the history of this brand," she said in a press release.
In the same register, DKNY joined in January with the Obvious artistic collective to create and offer auction an NFT of its new logo.A marketing but also charitable initiative: the revenues of this sale will benefit the American Nurses Foundation, which helps nurses in need.
The future of virtual fashion
Mais les acteurs de la mode et du luxe ne servent pas uniquement des jetons non-fongibles pour ses différentes initiatives solidaires. Ils y voient surtout une façon de repousser les limites de la mode virtuelle, un secteur en pleine expansion depuis le début de la pandémie. Dolce & Gabbana l'a bien compris et a récemment proposé à la vente neuf vêtements et bijoux numériques sous forme de NFT. Une collection unique en son genre intitulée Collezione Genesi.
It was designed with and auction by UNXD, a platform specializing in luxury and digital culture.It is clear that it met a great success: the pieces which constitute it would have reached a total of 1.885,719 Ether (around 6.6 million euros).Some have been acquired by large NFT collectors like Pranksy and Seedphrase, according to the New York Times.
Et ce n'est qu'un début. Dolce & Gabbana prévoit de lancer prochainement DG Family, une crypto-communauté avec quatre niveaux d'adhésion. Le plus élevé serait composé, dans un premier temps, des acheteurs de la Collezione Genesi. "La vente aux enchères de la Collezione Genesi et la communauté NFT #DGFamily formeront notre ligne directrice pour l'avenir", a écrit en septembre la marque sur Twitter. Preuve, s'il le faut encore, que les NFT sont loin d'être une tendance éphémère.
