Iconic Fashion Brand Gucci Partners With NFT Christie’s Auction House
Luxury fashion brand Gucci is partnering with prestigious auction house Christie’s for “Future Frequency, Explorations in Generative Art and Fashion,” a sale showcasing the work of leading talents in the digital art space.
Consisting of 21 NFT artworks, the pieces use artificial intelligence or other generative techniques to create lifelike interpretations of classic Gucci design elements, from explorations of the house’s iconic textiles to algorithmic takes on Gucci bamboo handles. Gucci was first created in 1947.
The participating artists have been “heavily inspired by the design and production of apparel, textiles and the fashion industry in general,” Sebastian Sanchez, Christie’s digital art sales manager, said in a statement.
The sale is designed to challenge preconceptions about the technology, including “the way we might think about using algorithms and data to advance human creativity in a variety of fields.”
Artists featured in the auction include Claire Silver, Amy Cusano, Emily Zee, Zac Lieberman, William Mayan, Helena Sarin, Iskra Velichkova and digital fashion house DRAUP in collaboration with Nicolas Sassoon. His lots often mix digital and physical elements.
A scene from “Shinjitai” by Claire Silver and Emi Kusano. Image: Christie’s
“Shinjitai” by Claire Silver and Amy Kusano has been digitally hand-crafted using AI, combining advanced mathematics with the aesthetics of ancient paintings and tapestries. According to Silver, his work explores “the depth of cultural heritage” as well as “celebrating the age of AI”.
In addition to the digital artwork, the lot also includes the raw 3D file, giving the buyer the ability to 3D print it, display it in the Metaverse, and even customize it into an avatar. The holder will also receive a physical roll of 50 yards of fabric that will be digitally printed and embroidered with the main pattern of the artwork.
Iskra Velichkova’s “Postmachine: A Study of Ethos and Patterns” was created from a generative algorithm inspired by the Gucci Bamboo 1947 bag handle, which has been replicated in the work.
The auction will take place from July 18 to 25 on Christie’s 3.0, a fully on-chain auction platform set to launch in 2022. The works on offer will also be displayed at Gucci Art Space, the Italian brand’s online gallery.
“Postmachine: A Study in Ethos and Patterns” by Iskra Velichkova. Image: Christie’s
However, not all of the items auctioned off were made for the occasion. A look at the Christie’s auction listing reveals two Ethereum NFTs from the Fidenza project valued in 2021, created by Tyler Hobbs via Art Blocks, as well as an “AI Generated Nude Portrait #7 frame #190” by artist Robbie Barratt, Was minted on SuperRare in 2018. ,
Following the record-breaking sale of Beeple’s NFT artwork “Everydays: The First 5,000 Days” at Christie’s in March 2021 for $69.3 million, Gucci sold its first NFT through the auction house in June 2021.
Gucci has collaborated with SuperPlastic for NFT collections and partnered with Bored Ape Yacht Club (BAYC) and 10KTF on custom artwork for Popular Profile Picture (PFP) projects. Earlier this year, he partnered with Yuga Labs, the parent company of BAYC, to debut a physical Gucci pendant inspired by the upcoming game The Other Side of the Metaverse.