An NFT is a non-interchangeable unit of information stored on a blockchain, a digital ledger, sold and traded. NFT data units will be associated with digital files such as photos, videos, and audio. Creative studio Boredpuma has joined hands with Dubai-based retail company Splash Fashions, part of the Landmark Group, to create the Celestial Collection, to cement its position as the first company to release NFT in the Middle East. The virtual collection consists of concepts of sustainability and fashion with concept art created by Jong Sacil.