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Dolce & Gabbana's Foray Into NFTs Is A Game Changer

If there is a market for digital fashion, Dolce & Gabbana plans to find it
Michael Dawson
August 24 2021
Dolce & Gabbana in Shanghai: Wiki Commons 

Pretty much everyone on the planet has some opinion on fashion. Whether it be the clothes all of us wear on a daily basis or the hideous crocs your dad swears by, fashion is a pretty big part of our everyday lives and informs our personal expression to a very intimate degree.

So it’s no wonder that a good chunk of people care a lot about fashion, which leads us to the NFT market and how non-fungible tokens and fashion are coming together in provocative ways. For starters, major fashion brands are actually starting to embrace NFTs as an avenue of expression.

Dolce & Gabbana recently announced that they were going to drop a Haute Couture NFT line, which would be a tremendous first for the famous Italian fashion brand. The line itself is slated to launch on August 28th of this year and would be displayed at the Alta Moda couture show scheduled in Venice.

This is kind of a big deal in the fashion industry. Dolce & Gabbana are doing something groundbreaking here, as many fashion brands are still hesitant to cross the NFT line, waiting for a major player to step in first. But with D&C taking that first shaky step, this opens the doors for even more brands to follow suit. A few other brands like Gucci and Prada are even considering their own NFTs in the wake of other companies releasing their own.

Digital fashion lines aren't exactly new, as some companies have experimented with digital before, like when Louis Vuitton released an outfit in the form of a digital skin (a costume in-game characters can wear) for the online multiplayer video game League of Legends back in 2019. But the difference this time with NFT fashion lines is that instead of being locked to a specific video game or platform, these tokens can exist in a digital space all of their own accord.

Given that the fashion industry has suffered a minor upset during the pandemic, digitizing many clothing lines might just be what the industry needs to make a major comeback. The massive surge in popularity that NFTs have could also create a good bit of windfall for the fashion industry, as the unique technology in non-fungible tokens weeds out many concerns that fashion brands might have, while also expanding the demographics considerably.

Now more than ever is it a good time for fashion and NFT to come together in harmony. And with popular trends like fast fashion creating new waves of interest and profit, it seems like there’s a healthy future in store for fashion NFTs.



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