Artist Trevor Andrew, who used Gucci’s logo in his artwork before partnering with the brand on its designs, is retiring the concept and auctioning it as an NFT.
Artist Trevor Andrew, known as Guccighost, trailblazed the blending of fashion intellectual property and street art by borrowing Gucci’s name and double G logo in his graffiti-style art and winning the endorsement of Gucci creative director Alessandro Michele along the way. A years-long partnership, including products like prim pleated skirts with dripping paint, silver skull rings and graffiti-covered Marmont handbags, has followed.
Since a November 2020 partnership with Nifty Gateway sold out in 12 seconds, Andrew’s all in on NFTs, thanks in part to their ability to continue to deliver royalties to artists in perpetuity; for example, if the new owner of Life of a Ghost elects to sell off individual artworks as NFTs, he will get a percentage of the sale. By digitising the studio, he saw an opportunity to hang up Guccighost while preserving it.
A 2016 collaboration between the artistic project Guccighost and Gucci included the artist's street-art-style double-G logo appearing on Gucci designs in multiple runway shows and at a New York launch party.At a time when brands are grappling with intellectual property considerations when it comes to digital assets and NFTs, this offers an intriguing example of how fashion brands and artistic interpretations can co-exist.
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