The digital pieces of Dolce & Gabbana's NFT collection, as one US customer learned, is as immaterial as the fashion quotient of their physical line. Even in the metaverse. And he is suing
Dolce & Gabbana NFT fashion at the Metaverse Fashion Week in 2022. Image: Dolce & Gabbana
Even in the unreal world of the metaverse, fashion deliveries can be late. One American, with presumably a very active metaverse life, regrettably found out: He ordered but did not received on time a set of Dolce & Gabbana costumes in non-fungible tokens (NFTs), possibly attenuating the fashion-fabulousness of his avatar. According to Bloomberg, one Luke Brown—profession unknown—has filed a lawsuit against Dolce & Gabbana USA for the tardiness in the delivery of US$6,000 (or S$8,075) worth of NFTs. It is not known how many "outfits" or looks that bought him. But, according to his complaint, as outlined by Bloomberg, he lost some 97 percent of the haul's value due to the Italian brand's botched delivery.
Further details provided by the report stated that even after receiving the digital clothes (apparently "20 days behind schedule"), the customer could not use them as D&G "had not got approval from the NFT marketplace UNXD ahead of time" (UNXD has been named co-defendant). Moreover, they were wearable only in a "metaverse platform with barely any users", and even then, they were not usable for 11 days after their release. As anyone who buys expensive, fashionable clothes knows—and aspects, the value of the fashion item is only apparent if they are worn in the company of sufficient people who pay attention to the fashion quotient of what is worn. It was not ascertained if the said NFT fashion was for males or females, or the gender-neutrals.
Dolce & Gabbana started offering made-for-the-metaverse fashion in 2021 with the nine-piece 'Genesis Collection' and then in 2022, when they participated in the debut Metaverse Fashion Week, hosted by Decentraland, essentially a 3-D virtual world browser-based platform, with their own Luxury Fashion District. At the time, D&G released 20 of what the house called "bespoke wearables", but not associated with Alta Moda. At the launch, buyers were offered access to the DGFamily, "an exclusive NFT community", in which "a unique ecosystem of benefits for holders, including access to exclusive drops, physical and digital events and collaborations" was offered. According to the lawsuit, much of what was supposedly part of the ecosystem was not delivered in a timely manner, and did not work as expected. Some fashion brands, as it appears, is not ready for business in the metaverse.
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