# Exclusive Fashion Films Gucci Put Its First-Ever NFT Up for Auction at Christie’s By Laura McQuarrie | Published 2021-05-27 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/gucci-fashion-film References: [designtaxi](https://designtaxi.com/news/414164/Gucci-s-First-Ever-NFT-Is-An-Exclusive-Artistic-Video-Priced-From-20-000/) & [onlineonly.christies](https://onlineonly.christies.com/s/proof-sovereignty-curated-nft-sale-lady-pheonix/gucci-est-1921-6/121268?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) Based on its Aria collection, [Gucci](https://www.trendhunter.com/trends/superrare) created its first-ever NFT and it takes the form of an artistic digital fashion film called Proof of Sovereignty: A Curated NFT Sale by [Lady PheOnix](https://www.trendhunter.com/trends/designer-of-dreams). The non-fungible token was co-created by Gucci’s Creative Director Alessandro Michele and award-winning director Floria Sigismondi, and the exclusive video comes in at just over four minutes. The digital asset is said to capture a "universal desire for renewal; a yearning to bloom and flourish after the shadow of winter has passed," which is a feeling that resonates with many people as the world prepares to ease out of a pandemic. Recently, Gucci sold a Dionysus bag for thousands of dollars on the gaming platform Roblox, showing that the future of virtual luxury fashion collectibles is only just beginning. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 41% | Activity: 40% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Key Themes Behind This Trend - **Digital Fashion Films:** The rise of digital fashion films and non-fungible tokens offer the opportunity to create new and unique virtual luxury fashion collectibles. - **Nft-based Fashion Accessories:** Non-fungible tokens can be used as a new form of fashion accessories that can be sold in the digital world. - **Virtual Luxury Fashion Collectibles:** The trend towards virtual luxury fashion collectibles is providing new opportunities for fashion brands to create exclusive products and experiences for consumers. ### Where This Applies - **Fashion Industry:** The fashion industry has the opportunity to explore the potential of digital fashion films and non-fungible tokens to reach new audiences and create unique experiences for customers. - **Luxury Industry:** The luxury industry can leverage non-fungible tokens to create new products and services that can be sold in the digital world, making luxury more accessible to a wider audience. - **Entertainment Industry:** The entertainment industry can partner with fashion brands to create digital fashion films and non-fungible tokens that offer fans unique and exclusive experiences. ## Related on Trend Hunter - [Luxury NFT Art Marketplaces](https://www.trendhunter.com/trends/superrare.md) - [Luxury Fashion Company NFTs](https://www.trendhunter.com/trends/fashion-company-nfts.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Interactive Luxury Brand Universes](https://www.trendhunter.com/trends/Gucci-Town.md) - [Artistic Dress NFTs](https://www.trendhunter.com/trends/unwearable-dresses.md) - [Fashion Week NFTs](https://www.trendhunter.com/trends/altuzarra.md) - [Luxury NFT Drops](https://www.trendhunter.com/trends/prada-nft.md) - [GenAI Fashion Lenses](https://www.trendhunter.com/trends/sponsored-ai-lens-on-snapchat.md) - [Phygital Luxury Trunks](https://www.trendhunter.com/trends/treasure-trunks.md)