Hot off the press!
My chapter on the integration of NFTs in luxury fashion brand and art collaborations has been published in the “De Gruyter Handbook of Fashion Marketing”, as part of a diverse and thought-provoking collection of contributions exploring timely issues in fashion marketing and its ethical implications.
Drawing on examples from Gucci, Prada, Givenchy, Moncler, Ferragamo, Dolce & Gabbana, and Louis Vuitton, the chapter analyses how NFTs function not simply as digital collectibles, but as tools for authentication, exclusivity, immersive experiences, and community building. These collaborations combine physical and digital elements to create what I describe as an “augmented velvet rope” — a new model of luxury where access, belonging, and cultural capital become central to value creation.
The chapter also considers the organisational and ethical implications of NFT adoption. As luxury brands increasingly collaborate with digital artists, blockchain platforms, and technology partners, they must rethink creativity, authorship, and collaboration in the digital economy. NFTs therefore reveal broader tensions between art, technology, commerce, and innovation, positioning luxury brands at the centre of contemporary debates about creativity and cultural value in the age of Web3.