Gucci is participating in Christie’s online auction titled Proof of Sovereignty, curated by Lady PheOnix, one of the leading voices in digital art.

The brand will present its first NFT along with digital animation drawn from Gucci Aria, The fashion film was co-directed by creative director Alessandro Michele and photographer and director Floria Sigismondi. The NFT recognizes Aria’s message of wanting to bloom and flourish after winter’s passed.

The starting bid is $20,000.

The auction will begin on June 1 through June 3 and will show the public 18 new media artists using technology, storage, metadata, and legal standards that were associated with non-fungible tokens until now.

Participating artists include Nam June Paik, Marguerite deCourcelle aka “Coin Artist,” Joshua Davis, Claudia Hart, Lethabo Huma, Kesh, Tamiko Thiel, Jenny Holzer and Gerald Laing Estate.

Gucci has announced that they will donate all proceeds to UNICEF USA in support of COVAX, the initiative to ensure access to COVID-19 vaccines.