You’ve probably noticed people have been acting pretty crazy around non-fungible tokens lately. Some of the digital assets have been sold for millions of dollars and it’s no wonder everyone’s trying to get in on the action. Even Gucci decided to check out the hype and put its first ever NFT up for auction at Christie’s.
The NFT in question is an artistic fashion film and part of Lady PheOnix’s curated Proof of sovereignty NFT sale. The looped video of just over 4 minutes was co-created by Gucci’s creative director Alessandro Michele and director Floria Sigismondi. It was inspired by the fashion house’s Aria collection and marks a historic moment for the brand, as it takes Gucci into a new media space.
Aria’s overarching message
The auction lot essay summons it all up: ” The artwork underlying the NFT 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.” And indeed, the video starts out with a woman opening a heavy door, followed by horses galloping along. Somehow I got the idea that the woman wanted to escape, but kept missing the horses?
You can have look for yourself on the auction website. At the moment of writing there is one bid of 20,000 USD with 2 more days to go. Not bad for 4 minute video. But before you start begrudging: Gucci will donate all the proceeds to Unicef USA to improve global access to COVID-19 vaccines.
Header image: Gucci