How NFTs stand to benefit fashion brands

From blockchain to Pokemon Go, it’s inevitable that any buzzworthy trend will see fashion brands flocking to it, trying to figure out how to turn it into a marketing opportunity. The latest of these trends is the NFT, or non-fungible token, a form of unique digital asset. NFTs have exploded in popularity in the last year, egged on by celebrities like Elon Musk and Grimes, the latter having already sold NFTs for millions of dollars at auction.

But so far, fashion hasn’t settled on the best way to use them. Their entirely digital nature puts them at odds

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