To commemorate Pride Month, Givency Parfums collaborated with a London LGBTQ supporter and other artists to create an NFT. Profits from the sale of this digital work will go to the associate Le MAG Jeunes, which supports gay, trans and lesbian people between the ages of 15-30.
This is the very first time that the parent company LVMH, which owns the Givenchy brand as well, has waded into the crypto world. This attempt has resulted in an NFT – a non-fungible token which is a certificate of authenticity (digital version) for a specific asset. According to a company spokesperson, LVMH is the first beauty brand to not only imagine but also launch an NFT. The company is doing this to serve an essential public cause.
The artwork in question is titled “Pride” and was inspired by codes offered by Givenchy as well as the colors of the rainbow. The collection consists of a series of portraits which are animated, and these symbolize the identity, diversity and fight for equal rights by the LGBTQ community. For those interested, check out Givenchy’s Instagram account. The artwork NFTs are available for purchase through June 26th, 2022. There are just 1952 editions on sale.
Givenchy has been a trailblazer in the digital world among companies offering beauty products. It was the first luxury brand of beauty products to propose new looks using makeup in a digital simulation game called Animal Crossing. This step was taken by the company as far back as July 2020 and it has been very popular with users.