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Gucci to launch first NFT

The first foray by the LVMH luxury umbrella brand into non-fungible tokens (NFTs) is in the fashion arena and not jewelry, but the trend is clearly undeniable.

Jewelers are facing more headwinds in the digital era as younger generations identify more with digital luxury and less with physical luxury.

Back in April, just last month, Jacobs and Company released thee first NFT watch, you can read about it here.

Now, according to, Gucci is on the heals of launching it's first NFT...

"On the heels of Gucci’s Executive VP of Brand and Customer Engagement Robert Triefus revealing that it is “only a matter of time” before luxury brands get in on the non-fungible token – or “NFT” – game, the Italian design house is offering up its first NFT as part of a newly-unveiled auction at Christie’s. Entitled, “PROOF OF SOVEREIGNTY: A Curated NFT Sale by Lady PheOnix,” the NFT-specific auction, which runs from May 25 to June 3, contains a single work from Gucci: a fashion film co-directed by creative director Alessandro Michele and award-winning photographer and director Floria Sigismondi."

You can read the full article here

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