GUCCI ANNOUNCES PARTICIPATION IN CHRISTIE’S NFT SALE CURATED BY LADY PHEONIX

Gucci will be present with its first NFT as part of Christie’s online auction Proof of Sovereignty.

By Balthazar Malevolent

GUCCI ANNOUNCES PARTICIPATION IN CHRISTIE’S NFT SALE CURATED BY LADY PHEONIX

Gucci has confirmed its participation in Christie's online auction Proof of Sovereignty, a pioneer sale curated by Lady PheOnix, one of the main voices in the new media scene for modern digital art and culture. The auction, which runs from May 25th to June 3rd online, features 18 new media artists that use blockchain technology, as well as metadata, storage, and legal norms that have been missing from millions of artworks linked with non-fungible currencies until now.

Opening a dialogue between 20th and 21st-century digital art, the sale will bring together artists from various backgrounds, practices, and decades, including Nam June Paik, known as the "grandfather of video art," and new media artists such as Marguerite deCourcelle, also known as "Coin Artist," Joshua Davis, known as "Praystation," Claudia Hart, Lethabo Huma, KESH, and Tamiko Thiel - passing through established artists recognizing the importance of the emergent NFT market, including Jenny Holzer and Gerald Laing Estate.

Gucci will be present with its first NFT, in keeping with its test and learn digital-first philosophy. The unique artwork was conceived using digital animation drawn from Gucci Aria, the House's latest fashion collection presentation, a fashion film co-directed by Gucci's Creative Director Alessandro Michele and award-winning photographer and director Floria Sigismondi.

Aria's overriding theme is expressed in the artwork that underpins the NFT: a desire to bloom and blossom once the shadow of winter has departed. The luxury brand describes the message of Gucci Aria as follows: “Doors open as darkness yields to light and that long-awaited feast of air, reconnecting the future with the past, tossing the House’s present back to the universe, back to its origins.”

Gucci enters a new media area with this visual story, which gives new meaning to the Creative Director's introduction to the collection: “The myth of foundation is reinhabited in the light of the present”.

Gucci will donate all its proceeds to UNICEF USA in support of UNICEF’s participation in COVAX — an initiative aimed at ensuring global equitable access to COVID-19 vaccines.

Gucci Aria Collection Film
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