Luxury fashion brand Gucci has announced its collaboration with digital collectibles creator Superplastic to launch a series of non-fungible tokens (NFTs) and ceramic sculptures. This collaboration, known as ‘SuperGucci’, will introduce a three-part series starting on February 1st. The initial release will showcase ten exclusive NFTs, each accompanied by a handcrafted ceramic sculpture designed by Gucci and Superplastic. The pieces will draw inspiration from Gucci’s iconic patterns and symbols, reimagined by Superplastic’s celebrities and artists, Janky & Guggimon.
As part of this partnership, Gucci Vault, the online concept store established by Gucci Creative Director Alessandro Michele, will join the metaverse and serve as the platform for this collaboration. Additionally, Gucci Vault will present its sixth drop of pre-owned vintage Gucci items, which have been carefully selected, restored, and revitalized by Michele and the brand’s archivists. Every vintage article will be numbered and come with unique packaging.
Gucci stated that the SuperGucci collaboration signifies the next phase for both organizations in exploring the metaverse and conducting research and experimentation. This collaboration follows the successful auction of Aria NFT by Christie’s and Superplastic’s previous Janky Heist NFT drop, which was also a collaboration with Christie’s. Furthermore, Superplastic has announced the upcoming Janky Headtripz NFT drop on January 20th in partnership with renowned artists and celebrities.
Gucci’s entry into the world of NFTs and the metaverse aligns with the growing interest among luxury brands to explore digital realms and connect with a new generation of consumers. By partnering with Superplastic, Gucci can merge its iconic designs and symbols with the cutting-edge art form of NFTs, resulting in a distinctive and highly sought-after collection. These collaborations demonstrate the significance of embracing new technologies and platforms to stay relevant in the ever-evolving fashion industry of the digital era.
The SuperGucci collection is expected to spark substantial interest and demand, given the influential status of both Gucci and Superplastic in their respective industries. Collectors and fans of both brands will undoubtedly be eager to own these exclusive NFTs and ceramic sculptures. Additionally, the launch of Gucci Vault in the metaverse provides consumers with an immersive and interactive experience, blurring the boundaries between physical and digital retail.
Gucci’s collaboration with Superplastic represents an exciting exploration of the metaverse and a continuation of the fashion house’s experiments with digital art. By combining traditional craftsmanship with digital innovation, Gucci continues to push boundaries and redefine luxury in the digital age. As NFTs and the metaverse gain increasing popularity, it will be intriguing to witness how other luxury brands embrace these emerging trends and engage with consumers in novel and immersive ways.
For more information on Gucci’s collaboration with Superplastic, visit https://www.gucci.com/
To explore Superplastic’s upcoming Janky Headtripz NFT drop, visit https://www.superplastic.co/
