Included in the sale is also Gucci’s first NFT, inspired by Gucci Aria, the iconic fashion house’s latest collection presentation, a fashion film co-directed by Alessandro Michele and award-winning photographer and director Floria Sigismondi. With its dream-like landscape and effervescent energy, the NFT marks a historic moment for the storied brand, as it bridges into a new media space. The artwork underlying the NFT speaks 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. Gucci will donate all its proceeds to UNICEF USA to support UNICEF’s role in COVAX—an initiative aimed at ensuring global equitable access to COVID-19 vaccines.
In addition, Gucci, in partnership with Offsetra, has purchased 10T of Carbon Offsets to mitigate the environmental impact of minting and auctioning its genesis NFTs. Offsetra is an industry leader in carbon offsetting, collaborating with reputable and well-regarded sustainability projects around the world. The purchased offsets will support the Agrocortex REDD Project in preventing deforestation in the Amazon and effectively make Gucci's participation in this latest NFT exhibition carbon negative.
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