Luxury Fashion Brand Prada to Release 100 ETH-Based NFTs

Prada is expanding its presence in Web3 with the upcoming launch of its second NFT collection, which relates back to the series of physical shirts the luxury brand has been selling since December 2019.

The 100 Ethereum-based NFTs correspond to the Prada Timecapsule, a 2019 series of shirts available in black or white. The physical project includes 100 gender-neutral shirts designed in collaboration with artist Cassius Hirst – son of Damien Hirst, the UK’s richest living artist – which will directly link to the airdropped NFTs.

The GIF representations of those NFTs are white or black pill capsules (above) that come with serial numbers linking them to each shirt:

Airdrops on First Thursday of Each Month

On the first Thursday of every month since 2019, the Italian luxury brand has featured a limited-edition item drop from the series on its website. In the second phase, including the initial airdrop on June 2, every owner of the physical shirt will also receive an NFT with a unique code denoting each shirt, which features Hirst’s signature mask and brain scan designs. Each drop takes place on Prada’s website for 24 hours only.

Best of Both Worlds

The Hirst family is no stranger to NFTs. Damien Hirst’s first NFT art collection, The Currency, minted in July 2021, allowed buyers to choose between owning a digital token or a physical item. For Prada’s NFT drop with Cassius Hirst, buyers get the best of both worlds.

Prada’s first NFT project in January this year, in which the brand collaborated with Adidas Originals to foster user-generated content and creator-owned art, also involved a well-known artist. New York City-based digital and new media artist Zach Lieberman compiled 3000 community-sourced minted NFT artworks into a single mass-patchwork NFT design for the project, which was later auctioned on SuperRare.