Gucci, Balmain, and Balenciaga are all going into cryptocurrency, and Prada is following suit with the launching of its own NFTs.

Prada will distribute 100 Ethereum NFTs on Thursday to coincide with the premiere of their Timecapsule clothing. NFTs are one-of-a-kind blockchain tokens that represent asset ownership.

Buyers of Prada’s latest collaboration with Cassius Hirst, son of artist Damien Hirst, will receive a complimentary airdropped NFT in addition to their actual goods purchase.

The Prada x Cassius Hirst unisex button-down shirts come in black or white, with a GIF of a black or white pill capsule as the NFT. The NFTs will have a number connected with each physical shirt as well as the drop’s serial number.

The Hirsts are no strangers to NFTs: Damien’s debut collection, “The Currency,” was released in July of last year and has a floor price of 5.2 ETH ($9,360) per NFT almost a year later.

Unlike Damien’s NFT drop, Prada’s NFTs from Cassius’s drop will not compel buyers to choose between a digital and physical asset—they will receive both.

Prada’s newest NFT release was backed by the Aura Blockchain Consortium. LVMH, Prada, and Cartier formed Aura, a non-profit organization. It employs Quorum, an Ethereum-based blockchain platform that provides blockchain-as-a-service, ConsenSys Rollups, and other blockchain-related services.

Prada’s Timecapsule releases began in 2019 as a means for the company to release limited-edition goods. According to a statement, buyers of past Timecapsule releases will get NFTs at a later date.

However, this isn’t Prada’s first NFT experiment. The company previously collaborated with adidas to develop the “adidas for Prada re-source” collection, which debuted on Polygon in January (the collection has barely seen 468 ETH in total volume traded, and its floor price is just 0.077 ETH, or $140 per NFT).

Prada’s recent entry into NFTs implies that the brand’s primary focus is still on real goods, with NFTs serving as a sort of free extra. While NFTs may still be considered fresh to some, luxury firms might profit greatly from blockchain-based product verification.

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