PRIDE: Givenchy Beauty

Luxury fashion brand Givenchy has made a move into the NFT space and created a beautiful 2D animated NFT Artwork to celebrate the LGBTQIA community.

The house teamed with gallerist and LGBTQIA supporter Amar Singh and artists from the Rewind Collective for the project that was sold on the very popular NFT collectables app VeVe.

The drop took place on June 21st and 1952 editions each listed at £100 sold out in two seconds.

All profits have been donated to Le MAG Jeunes (or Mouvement d’Affirmation des Jeunes Gais, Lesbiennes, Bi et Trans) for people age 15 to 30.

WOW. The PRIDE @givenchy x Rewind Collective digital collectibles sold out in 2 seconds and were delivered in 5 minutes. Congrats if you scored one!

VeVe is delighted to support the cause for @mag_jeunes_lgbt with all proceeds from this sale going to the organization ?️‍?

— VeVe | Collecting 2.0 (@vevecollectible) June 22, 2021

The series of portraits that appear in the artwork were photographed by Givenchy and reworked to capture moments of intimacy, strength and diversity. The work champions those who have stood up for identity, sexuality and human rights.

A spokesperson for Givenchy said about the artwork –

“we have reflected on Givenchy Beauty’s place at the forefront of inclusivity, creating a digital artwork that recognizes the LGBTQIA community”

VeVe does not currently allow uses to move their NFTs out of the app, although they plan to have cross platform interoperability in the next 3-6 months.

They do have their own in app marketplace and at time of writing this NFT is selling for £250 in the second market. When you consider Givenchy is endorsed by the likes of the Kardashians and Elon Musk, and just a T-shirt is £400, owning their first NFT for £250 could be a very smart investment.