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Dolce & Gabbana's metaverse fashion offering leaves shopper furious

Dolce & Gabbana's metaverse fashion offering leaves shopper furious





May 18, 2024

Dolce & Gabbana USA Inc. has been sued by a customer who claims the NFTs he spent $6,000 on that accompanied outfits to wear in the metaverse lost 97% of their value because the fashion house Italian luxury goods missed their delivery.

Dolce & Gabbana – Fall-Winter 2024 – 2025 – Women's Fashion – Italy – Milan – Launchmetrics/spotlight

The company sold non-fungible tokens that were presented as a list of digital, physical and experiential benefits and could be bought and sold on the Ethereum cryptocurrency blockchain, according to the complaint. Dolce & Gabbana reportedly told consumers that purchasing DGFamily NFTs would give them access to various digital rewards, physical products and exclusive events.

But delivery of the NFTs was late and special benefits were promised to customers, according to the complaint filed Thursday in Manhattan federal court. Digital outfits that arrived 20 days late could only be used on a metaverse platform with virtually no users, according to the complaint.

Even after the digital outfits were released, token holders still couldn't use them for another 11 days because Dolce Gabbana didn't get approval from the metaverse platform in advance, according to the complaint.

Their standard operating procedure included promising products they failed to deliver, before abandoning a project and community they had promised to support, the lawyers wrote in the complaint.

Luke Brown, who filed the lawsuit, claims he lost $5,800 on the NFTs he purchased. Brown brought the case on behalf of a proposed class of individuals who purchased digital assets from the NFT project.

The complaint also names NFT marketplace UNXD as a defendant. Dolce Gabbana and UNXD did not immediately respond to requests for comment outside of normal business hours.

The case is Brown v. Dolce Gabbana USA Inc., 24-cv-03807, United States District Court, Southern District of New York.




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