If we’re going to be honest, the world of cryptocurrency, Bitcoin, and NFT completely baffled us at first, but when we heard Gucci was venturing into the world of digital art, we broke out the books and started learning ASAP. Making their debut in the digital art world this week, the brand are offering up their first NFT inspired by its recent Aria collection. Titled PROOF OF SOVEREIGNTY: A Curated NFT Sale By Lady PheOnix, the auction features a single artwork from Gucci that is co-directed by the house’s Creative Director Alessandro Michele and award-winning photographer and director Floria Sigismondi. Expanding upon their Aria celebration, according to auction site Christie’s, the NFT piece is set with a “dream-like landscape and effervescent energy” and “is a historic move for the brand”.

All proceeds from Gucci’s first NFT sale will be donated to UNICEF USA, in support of the organisation’s role in ensuring everyone locally has access to the COVID-19 vaccines. Starting the bid at $20,000, the sale has already begun at Christie’s and will end on June 3.

If you’re not sure what an NFT is, here’s a quick rundown. Standing for “Non-Fungible Token”, an NFT is a unique piece of art that can not be replaced with something else. Think of it as a one-of-a-kind trading card, however, it’s non-fungible and can’t be traded. So far, people have traded just about everything from the OG Nyan Cat to the founder of Twiter putting an autographed tweet for sale.

To place your bid on the NFT visit Christies.com