What if the house that Gucci built was turned into an NFT? Starting on June 23, fans of the Italian fashion label are being given a unique chance to purchase NFTs that explore the past, present and future of Gucci’s 100-year history. 

Together with the platform SuperRare, Gucci is presenting a series of collectibles that take a kaleidoscopic view of the iconic brand’s heritage. 

Sasha Katz’s NFT artwork The Eyes of The Tiger (2022). Courtesy of Vault and SuperRare.

From multi-dimensional Flora prints to GG-monogrammed bionic body parts, visitors to Gucci’s online metaverse are now able to purchase several digital items, all of which are priced in the Ethereum cryptocurrency.

The works are being presented in the exhibition “The Next 100 Years of Gucci,” on the brand’s experimental online platform Vault, which was launched in 2021 by Gucci’s creative director, Alessandro Michele, to mark the house’s centennial. 

For its first exhibition, Vault has teamed up with 29 artists to reflect on the house’s major milestones over the past century. Michele invited artists like Alanna Vanacore, D.ARTA, Drew Young, Diberkato, Sasha Katz, SamJ, Tim Maxwell, Tyler Spangler, and others to examine and reinterpret the brand’s legacy, albeit with an eye towards the future. 

Aliina Kauranne’s NFT artwork GG Quartet (2022). Courtesy Vault Art Gallery and SuperRare.

The project is being presented and auctioned directly on Vault’s website, in three sets of auctions taking place this summer (June 23–July 1; July 7–15; July 21–29). 

Gucci has also teamed up with the artist, philosopher, and writer Rowynn Dumont for a series of Twitter Spaces conversations about the nature of creating, and collecting art and fashion, in the 21st century. 

This is not Gucci’s first foray into the land of digital art, however. In May 2021, it became the first luxury brand to delve into NFTs after auctioning a film inspired by their “Aria” collection, which was sold via Christie’s auction house for $25,000.