This weekend in Venice, celebrities and fashionistas are gathering in anticipation of Dolce & Gabbana’s Alta Moda, Alta Sartoria and Alta Gioielleria fashion shows.

This year will be different as the fashion house prepares to debut the “Collezione Genesi” non-fungible token (NFT) drop in collaboration with UNXD built on Polygon, the Ethereum layer 2 network.

The highly anticipated Collezione Genesi NFT drop will feature a total of nine NFTs including a rare tiara adorned with diamonds and red emeralds – “The Impossible Tiara” – designed by Dolce & Gabbana co-founders Domenico Dolce and Stefano Gabbana.

CoinDesk was given a sneak peek of the rare NFTs, which feature eye-watering diamonds and rubies mined in Brazil. The collection will be showcased tomorrow to a select group of fashionistas, celebrities and press.

Read more: Dolce & Gabbana Sets Date for Haute Couture NFT Drop

Luxury culture is about flaunting expensive items, so it’s no surprise high-end fashion brands such as Dolce & Gabbana are entering the NFT arena as conspicuous consumption moves to the digital realm.

High-end publications such as Vogue Singapore are also getting in on the act, with the fashion mag rolling out an NFT-filled issue including a “fire” dress from Balmain. (For example, Vogue UK had the exclusive on the D&G NFTs.)

“NFTs [are] a new canvas for storytelling and culture creation and consumer experience, which happens to be enabled by tech,” Shashi Menon, founder of UNXD and publisher of Vogue Arabia, said in an earlier interview with Vogue.

Earlier this month, the British luxury fashion brand Burberry launched its NFT collection in partnership with Mythical Games. Other fashion brands are known to be working on NFT projects as well.