Guccighost was one of the first, and only, examples of a luxury brand partnering with an artist who used the brand’s intellectual property for their own creative projects.
Trevor Andrew, the creator of #GucciGhost, is retiring from the project after collaborating with Gucci for six years. He became known as one of the first artists to partner with a luxury brand after infringing on their trademarked logo. Now, he's auctioning off his remaining designs from the collaboration as #nfts .
Why it matters:
#guccighost has generated tremendous buzz on social media, with over 15 million impressions and an estimated Earned Media Value of $728K. Over the course of 1,227 days, posts mentioning the collection reached 5.4 million social media users, with 64 percent of them in the 18-34 age range.
The NFT auction of #GucciGhost digital art pieces is a groundbreaking event that will help set the standard for luxury brand involvement in the #blockchain space. As more brands move into the digital landscape, it will be interesting to see how other brands follow suit in the future.
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