Now you can buy a pair of Gucci sneakers for as little as $12. Small detail, they only exist digitally. In a time of NFTs (non-fungible tokens) prices skyrocketing, the latest internet collecting craze, luxury brands are surfing the trend, coming up with merchandise that only exists as data.

Designed by Gucci’s creative director Alessandro Michele and in collaboration with fashion-tech company Wanna, the sneakers will be a 3D filter imposed onto the user’s feet using augmented reality (AR) technology. The pair will be available on Wanna’s app, which specialises in AR fittings of shoes and watches, and, invariably, users will be able to take photos of themselves with their new purchase.

As this technology becomes more and more popular (also Reebok, Farfetch, and Puma already used the platform for digital fittings) and fashion start getting sold as NFTs (like a Rtfkt’s shoes trio for $3.1 million), we can expect seeing more and more brand “dropping” digital collections and speculation taking over the world ofdigital fashion too.