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What do you get when you mix Gucci, SUPERPLASTIC and NFTs? SUPERGUCCI in the metaverse, obviously

The past week has resulted in our timelines flooding with everything menswear—I personally was eyeing up Jeff Goldblum’s awkward yet insanely hot walk for Prada’s FW22 show—but now another iconic fashion moment is on everyone’s lips and guess what it’s about? NFTs—shocker, am I right? If you’re in the know-how on everything fashion, then you’ll remember a cheeky little teaser Gucci and SUPERPLASTIC—a global brand famous for its plastic animated creations—dropped earlier this month.

The collaboration, aptly titled SUPERGUCCI, is set to release an extremely-limited collection of NFTs on 1 February. The iconic pairing will be a three-part series with the first featuring the drop of 10 NFT pieces that each come with an “exclusive 8-inch tall white ceramic SUPERGUCCI SuperJanky sculpture, hand-crafted by Gucci’s own ceramicists in Italy.” For those new to this world, SuperJanky’s are the very popular designer toy-figurine produced by SUPERPLASTIC.

What do you get when you mix Gucci, SUPERPLASTIC and NFTs? SUPERGUCCI in the metaverse, obviously

With only 250 available, the series combines Gucci’s iconic design motifs with these infamous symbols of SUPERPLASTIC—a combination made possible by co-creators Alessandro Michele (Gucci’s head of design) and the synthetic, virtual artists Janky and Guggimon (who exist in the digital world). Such designs have been teased in the above images. Speaking of the digital world, the collection finds itself as part of the Gucci Vault.

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Gucci Vault, announced September 2021, was part of the fashion house’s movement into the digital space. “Vault is an online concept store, mixing together old and new: old Gucci, and a tranche of new designers, all specially curated by Michele and his magpie eye,” AnOther Magazine wrote. Now, the experimental store is planned to join the metaverse with a unique sale.

Heads up blockchain bros and cryptoqueens, SUPERGUCCI NFTs will be available to purchase from 1 February on SUPERPLASTIC via Gucci Vault.

Rihanna, Migos and more are getting official metaverse avatars after Justin Bieber

Following Meta’s footsteps, Universal Music Group (UMG) has announced that it is teaming up with the avatar technology company Genies to bring its global roster of music artists to the metaverse. In a statement, the company said that the global partnership “will equip artists with official virtual identities for use in Web 3.0 and the shifting age of the Internet.” In addition, UMG artists will be able to release exclusive avatar wearables for their fans to collect.

How will it work?

Universal’s artists will be given official virtual identities for the metaverse. Some of the roster, including Justin Bieber and Shawn Mendes, had already asked Genies to make avatars of them. Now, the plan is extending to Rihanna, Migos and more of UMG’s signed artists to be represented in the various metaverses as well as the avatars’ use across social platforms.

The end goal here is for Genies to create its own fully-fledged marketplace where fans can buy and sell NFT merchandise from their favourite artists, which they will then be able to wear in various metaverses. The marketplace, which is expected to launch in the coming months, will be built on Dapper LabsFlow blockchain, home to the popular NBA Top Shot marketplace.

“We’re not bringing culture to NFTs and crypto,” said Akash Nigam, CEO of Genies, in a UMG statement. “Genies and UMG together are bringing the power of NFTs and crypto to culture.”

And if you were worried about Migos and Rihanna’s avatars not having access to their real-life go-to pair of trainers, fear no more, because meanwhile, Nike just announced the acquisition of RTFKT Studios—which it calls “a leading brand that leverages cutting edge innovation to deliver next generation collectibles that merge culture and gaming.”

“This acquisition is another step that accelerates Nike’s digital transformation and allows us to serve athletes and creators at the intersection of sport, creativity, gaming and culture,” said John Donahoe, President and CEO of Nike. “We’re acquiring a very talented team of creators with an authentic and connected brand. Our plan is to invest in the RTFKT brand, serve and grow their innovative and creative community and extend Nike’s digital footprint and capabilities.”