Luxury Brand Prada Dropped NFTs Connected to Clothes

On June 2nd, Prada, an Italian luxury clothing brand, launched an NFT collection. The 100 Ethereum NFTs are connected to its upcoming Timecapsule apparel release. Each NFT will harmonize to one article of clothing, and Prada plans to airdrop the NFTs directly into clothes buyers’ wallets.

Cloth Connected NFTs and Timecapsule

This Timecapsule drop will feature the artwork of Cassius Hirst (son of artist Damien Hirst). The NFTs will connect directly to the article of clothing, down to the color, drop number, and clothing serial number. One hundred black or white unisex button-down shirts are open.

Like other Timecapsule limited edition clothing lines, this one will probably be in high demand. And even if it is similar to other drops from luxury brands, there is a key difference. Here, users won’t require to choose between an NFT or a physical item. In the case of Prada’s first solo NFT drop, users received both.

For the technical factors of the drop, Prada teamed up with the Aura Blockchain Consortium. That organization utilizes Quorum, an open-source blockchain platform that uses Ethereum and Consensys roll-up technology.

However, one might think this is Prada’s first Web3 experience, it is, in fact, the second. In January, the company collaborated with Adidas to launch an NFT project on Polygon. The “Adidas for Prada re-source” collection’s profits went to a charity backing artists and creators.

For more info about the Prada Timecapsule series, visit the company’s website.

Not Just Prada, Other Luxury Brands Optimistic on Web3

While Prada’s Ethereum NFT drop is certainly compelling, the company is joining in at a time when a handful of luxury brands are already lodged in Web3. From handbags to NFT drops, luxury dealers have been experimenting with Web3 Space for months. Take, for example, the following three companies.

Famous brand Gucci has been active in Web3 ever since it purchased digital land in The Sandbox metaverse. And, as NFTHi recently reported, it has cemented its place in the metaverse after introducing “Gucci Town“. 

Not to be outdone, Dolce & Gabbana has been particularly active on the NFTs token side of Web3. It partnered up with marketplace UNXD to drop an NFT set on the Polygon sidechain about three months ago. The NFTs resembled membership tiers, which came with distinct rewards.

And eventually, there is Fendi, a luxury fashion brand that partnered with Ledger to produce stylish cases to hold cold storage wallets when out. The event marked the first time – that a hardware wallet company joined forces with a fashion company to create accessories.

Only  Time will describe how if Prada’s NFT drop has any long-lasting effect on Web3, but given the success of its prior Timecapsule events, it’ll probably do well. And if it does, we may see more additional Prada NFTs in the future as well.

Here’s a tweet from Prada informing about Timecapsule being sold out:


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