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Ray-Ban and Digital Artist Oliver Latta Team Up to Create the First-Ever NFT Ray-Ban Aviators

The old ways of defining luxury by physical products and exclusive access are becoming obsolete in this digital age. Instead, luxury brands are adapting and doing it through the magic of NFTs.

NFTs, or non-fungible tokens, are the key to unlocking the potential of luxury in the Web3.

Luxury NFTs are the bridge for brands to connect with consumers and secure their relevance in the future.

Luxury brands are finding all sorts of advantages in the world of NFTs. First and foremost, they can create new and exciting products that appeal to the young and digitally savvy crowd. Take Ray-Ban, for example. They recently teamed up with digital artist Oliver Latta to create the first-ever NFT Ray-Ban Aviators, featuring a mesmerizing 16-second video loop of a man’s head rotating in classic Ray-Ban aviators. The NFT sold for 5,869.80 USD on OpenSea.


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Secondly, NFTs are a game-changer in the world of marketing. Gucci has jumped on the NFT bandwagon with their “Gucci Vault” campaign, featuring NFTs inspired by the brand’s archives. It has caused quite a stir among Gucci fans and is generating a lot of buzz.

Thirdly, NFTs can be used to build communities around luxury brands. Louis Vuitton’s “Louis: The Game” is a prime example, an augmented reality game that allows users to collect NFTs and win prizes. The game has attracted over 20 million users so far.

But wait, there’s more! Luxury brands are using NFTs to create exclusive experiences for their customers, raise money for charity, and reward their loyal customers. Sotheby’s auctioned off NFTs that granted buyers access to a private dinner with artist Damien Hirst, while Richard Mille raised over $1 million for the Monaco Red Cross through NFT auctions. Burberry launched a program that allows customers to earn NFTs for their purchases.

As the Web3 continues to evolve, luxury brands will need to find new ways to connect with consumers and secure their relevance in the future.

Mario Alberto Estrella

Mario Estrella is a seasoned journalist and digital marketing professional at, specializing in technology-related news. With over two decades of experience in the field, he brings a rich history of working in diverse media outlets and advertising agencies. Notably, he has been instrumental in driving significant growth in online presence and readership in his past roles​. At, Mario leverages his extensive experience and deep understanding of the digital landscape to deliver engaging and insightful technology news to the audience.

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