Prada to launch new NFT collection

Italian luxury brand Prada will launch a new and limited NFT collection this week. 

The new Prada Timecapsule collection will be 100 gender-neutral black and white shirts designed in collaboration with contemporary artist Cassius Hirst. These will go on sale in Prada’s online store on June 2. The NFT offered is a digital representation of the shirt in GIF format.

Launched in Europe in December 2019, the Prada Timecapsule NFT collection features an exclusive item drop on the first Thursday of every month, available for 24 hours only.

Prada said the upcoming collection “further expands its creative presence and projects in Web3.”  Prada Timecapsule will also be rolled out outside Europe later this year.

The brand will also launch its new community server on the chat tool Discord for users “to exchange ideas and inspire each other, connecting the worlds of fashion, art, architecture, film, music and Web3.”

In May, Prada partnered with Hirst on the iconic Prada America’s Cup sneaker. A collection of 22 customised shoes based on the Prada America’s Cup sneaker was launched in a limited edition of 3,000 pairs worldwide. 

Also in January, it partnered with sportswear brand Adidas and renowned artist Zach Liebermann to launch the “Adidas for Prada re-source” NFT collection.