On May 25th, Italian luxury fashion house Gucci released a film in the form of NFT at Christie’s. Titled ‘PROOF OF SOVEREIGNTY: A Curated NFT Sale by Lady PheOnix”, this fashion film is inspired by Gucci’s recent ‘Aria’ Collection.
‘PROOF OF SOVEREIGNTY’ is a four-minute-five-second video featuring a model dressed in Gucci apparel, along with a white horse running in slow motion. The film was executed in 2021 and co-directed by creative director Alessandro Michele and award-winning photographer and director Floria Sigismondi.
Christie’s describes Gucci’s NFT as “speaking to Aria’s overarching message – that of a universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed. Doors open as darkness yields to light and that long-awaited feast of air.”
The Starting Bid for this NFT is USD 20,000. Gucci will donate all the proceeds from the sale to UNICEF USA “to support UNICEF’s role in COVAX, an initiative aimed at ensuring global equitable access to COVID-19 vaccines.”