The piece involves Bulgari’s iconic snake slithering through a landscape wrought of AI data, which is translated into dynamic, psychedelic 3D sculptures; Bulgari calls it a “multisensorial and multidimensional piece of art.”

 

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Jean-Christophe Babin, the CEO of the Bulgari Group, said: “This project is the perfect example of how Bulgari is able to achieve a real metamorphosis of the luxury experience, becoming more emotionally immersive than ever through the use of new technologies.”

Bulgari is the latest luxury fashion house to make a foray into the world of digital art. In June, Gucci auctioned an NFT video in conjunction with its 100th anniversary; the four-minute film sold for US$25,000. For the 200th birthday of Louis Vuitton, the brand released a mobile game (aptly called ‘Louis the Game’) where they hid 30 collectible NFTs across the digital world.

For many luxury consumers, NFTs are the newest way to flaunt social status. Exclusivity is something highly coveted in the world of high fashion, and NFTs offer just that.

 

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It’s why it is no surprise that some brands have even ventured into the next frontier: Digital fashion. In September, Dolce & Gabbana auctioned a nine-piece collection of digital NFTs for a record-setting US$6.1 million. Five of the pieces were physical creations, but four were solely digital, including a creation called the Impossible Tiara, which the brand said was made of gems that “can’t quite be found on Earth.”

Critics say that the move to digital fashion is a natural one. “We are moving toward a virtual reality world,” Merav Ozair, a leading blockchain expert and professor at Rutgers Business School, told the New York Times. “And when we get to that state — sooner than we think, in a matter of years — luxury goods will be part of that world.”