Driven by NFTs sales of over $25 million, the Italian luxury house is embarking on a futuristic odyssey into the metaverse.
The DG 2084 Awakening Project
Last June, Dolce & Gabbana announced its merger with the platform Sknups specializing in the design and marketing of designer skins, namely digital outfits and accessories for video game enthusiasts and collectors. Sign, if any, of the growing appetite of consumers for virtual fashion, Sknups has also raised this year $3.5 million, less than two years after its launch.
For this collaboration called DG 2084 Awakening “Generosa”, the two entities have therefore teamed up around a series of exclusive looks united by a brand content that looks like a science fiction film. The storytelling? Six characters emerge from a cryonics protocol to wake up in the year 2084 and explore the far reaches of the metaverse…
Silver suit, faux fur signature coat or logo jogging: as part of this device, the skins are presented in limited editions of 2 to 2,495 copies for a price ranging between 14 and 1,999 dollars.
Note that the rarest creations will entitle you to access the brand’s next Men’s fashion show as well as physical versions of the silhouettes. In order to encourage the virality of this operation, “bonus skins” free have been put online, accompanied by augmented reality Instagram filters. Different e-challenges are also organized until October 21 with virtual and physical prizes.
Dolce & Gabbana, luxury and metaverse.
According to a study conducted by a student at Stanford University and Dune Analytics, Dolce & Gabbana’s various NFTs projects have so far brought in – on their own – some $25.66 million to the brand, including just over 2.5 million royalties spread over 9,184 transactions.
Very involved in Web3.0 subjects, the house bet on NFTs from September 2021 with a first virtual collection “Collezione Genesi” presented on the UNXD platform.
The label – recently committed to the world of e-sport – also inaugurated this year its DG Family Boxesmembership cards linked to exclusive experiences that have already generated more than $19.86 million in revenue.