French luxury fashion and perfume house Givenchy Parfums is the latest to hop on the NFT bandwagon. The brand will be launching its NFT collection on June 21 to mark this year’s Pride Month. With its NFT launch, the brand is showing its support for the LGBTQIA+ cause, it said on its website.
The brand has collaborated with London gallery owner Amar Singh and the artists of Rewind Collective to create the NFTs. Moreover, the proceeds from the sale will go to Le MAG Jeunes, a French association that works to support the LGBTQIA+ young population.
Founded in Paris in 1985, the association has been conducting awareness drives in schools. In addition, it offers cultural and educational activities as well as psychological support to those in need.
What works are part of Givenchy’s NFT launch?
Titled ‘Pride,’ the NFT aims to celebrate Givenchy’s “dedication to equality”. It features a series of portraits photographed by Rewind Collective and digitally reworked in the colours of the rainbow flag.
The portraits symbolise “diversity, the assertion of identity and the fight for equal rights,’ Givenchy noted on its website.
“The series of portraits are digitally reworked and capture moments of intimacy, strength & diversity,” Givenchy further wrote on Instagram. “The work champions those who have stood up for identity, sexuality, and human rights.”
Both the House’s hallmarks and the colours of Pride Month inspired the virtual artworks. The NFTs will be sold in a limited series of 1,952 copies on the NFT collectible platform Veve’s iOS and Android apps.
Givenchy Parfums is one of the many luxury brands that have forayed into the world of NFTs. For instance, luxury fragrance brand Krigler recently added an NFT element to its exclusive products. Similarly, a Gucci NFT was auctioned at Christie’s for $25,000 this month.