Purchasers of apparel items in the collection will receive a free airdropped NFT to go along with their physical merchandise. The physical Prada x Cassius Hirst unisex button-down shirts come in black or white. Their corresponding NFTs are a GIF of the black or white pill capsule. The NFTs will refer to the drop’s serial number as well as include a number associated with each physical shirt to ensure proof of ownership.

Prada Group has chosen the Aura Blockchain Consortium to support the drop. Aura is a nonprofit founded by LVMH, Prada, and Cartier. It uses Quorum, an Ethereum-based blockchain platform that offers blockchain-as-a-service, ConsenSys Rollups, and other blockchain products.

Luxury brands are most certainly awakening to the benefits of product authentication on the blockchain.