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Blockchain Project: Dolce & Gabbana NFT & Metaverse Program

In August 2021, Dolce & Gabbana launched their NFT collection, Collezione Genesi, a 9-piece phygital presentation. The collection was auctioned off by UNXD: Shashi Menon, the founder and CEO of UNXD, pitched the idea of a phygital release to Dolce and Gabbana in April 2021, and subsequently created the NFTs for the collection from designs by Dolce & Gabbana. A phygital suit from the collection, titled the Glass Suit, sold for 351.384ETH (slightly more than $1 million at the time of sale).

In February 2022, D&G followed up their debut with the #DGFamily Boxes collection. Collaborating again with UNXD, this second collection featured three tiers of NFTs (Boxes), which then function as access tokens, giving holders early entry to exclusive drops, merchandise, and events - both IRL and in the metaverse. The DGFamily Boxes were available during a 12-hour private and blind sale.

In March 2022, D&G's third collaboration with UNXD brought the company into the metaverse with a 20-piece collection at the inaugural Metaverse Fashion Week. The virtual event was hosted at Decentraland's Luxury Fashion District. The collection is exclusive to #DGFamily Box holders.

In March 2023, D&G participated in the second Metaverse Fashion Week with the Future Rewind Competition. D&G invited participants to submit digital creations in a selection-based contest, with the winning designs featured in the D&G space in Decentraland.

In October 2022, the Realtà Parallela phygital collection was airdropped to #DGFamily Box holders.