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Dolce & Gabbana announces launch of tiered-membership NFT Community

Camilla Rydzek
22 February 2022

Italian luxury brand Dolce & Gabbana has unveiled its NFT community DGFamily, created in collaboration with curated digital luxury marketplace UNXD.

DGFamily members will have access to a unique range of benefits, including access to exclusive drops and collaborations, digital wearables and physical products, and an exclusive slate of digital and physical Dolce&Gabbana events.

To gain access to the exclusive Dolce&Gabbana universe collectors can buy one of three DGFamily Boxes NFTs, which also serve as tiered memberships. Members will be able to purchase the Boxes with a credit card, due to an integration with MoonPay’s NFT Checkout solution.

The first membership tier is represented by the "bold and mysterious" Black Box, which grants access to the first level of the DGFamily and includes exclusive digital and physical apparel drops, a series of digital and metaverse events, and special bonuses along the way, including a special Dolce&Gabbana swag set.

The "sleek, shiny" Gold Box gives access the next tier of exclusivity, granting all the perks of the Black Box as well as access to more rare Dolce&Gabbana drops, invites to various in-person events, and a premium Dolce&Gabbana swag set with exclusive kicks.

The most exclusive membership tier is represented by Platinum Box which requires special access. It grants all of the privileges of the Gold Box as well as access to the rarest drops and most special in-real-life experiences, including an intimate Dolce&Gabbana offsite. Quantity, price and release date of the DGFamily Boxes is to be announced soon.

The partnership builds on the success of the bespoke, nine piece NFT collection called, Collezione Genesi, which launched last September and designed by Domenico Dolce and Stefano Gabbana exclusively for UNXD. The collection generated 1,185.719 ETH (about £4.2 million) making it the most valuable digital fashion release ever, according to MoonPay.

Dolce&Gabbana said: “For Dolce&Gabbana, fashion has always been a merging of worlds that are very distant from each other, and new technology has inspired the vision of Domenico Dolce and Stefano Gabbana from the very beginning. The new DGFamily NFT community represents the digital equivalent of one of the cornerstones of the brand’s DNA: the idea of family, a community of people who find themselves united by shared passion and values. Dolce&Gabbana is thrilled to be able to extend this idea at the basis of its history beyond the boundaries of physical reality: when technology is at the service of people and their dreams, it becomes an even more powerful tool.”

Shashi Menon, CEO at UNXD, says “Following our historically successful Collezione Genesi drop in September, the launch of the DGFamily NFT community will represent an inflection point in the future of fashion and future of NFTs. Dolce & Gabbana and UNXD are thrilled to really lean into the NFT community and create something truly special.”

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