Gucci Partners with SuperPlastic in recent NFT launch

Luxury fashion giant, Gucci, has partnered with Superplastic to launch their new NFT collection. The collection will center around the combination of classic Gucci motifs with SuperPlastic digital characters, Janky and Guggimon. The two characters were created by SuperPlastic that exists in the digital world. The NFT company also sells these characters s toy models as their NFTs continue to grow in popularity. SuperPlastics in turn has collaborated with the likes of Guerrilaz and Paris Hilton, with Gucci being its debut union with a luxury fashion house.

The tokens were created by Gucci design head Alessandro Michele, in collaboration with SuperPlastic. Additionally, only 250 NFTs will be minted on three separate occasions. Each collectible comes with a unique ceramic sculpture handcrafted by Gucci ceramics in Italy.

According to the company, the NFT debut includes Gucci’s promotion of its digital Vault. The Vault is meant as an experimental area that blends historic company aspects with lab-like creativity.

The NFT drop combines vintage items and showcases the interaction of innovation and tradition. In a recent report, Morgan Stanley suggested that digital outlets could potentially add 10% to the brands’ revenues by 2030. Additionally, given the low costs, these projects could enhance the company’s bottom line by 25%.

While significant, the partnership with SuperPlastics is not Gucci’s first venture into the NFT space as last year an NFT was auctioned at Christie’s for $25,000.

Source: CR Fashion Book, Ledger Insights