GIVENCHY PARFUMS LAUNCHES THE CREATION OF AN NFT IN SUPPORT OF THE LGBTQIA+ CAUSE
To mark Pride Month this year, Givenchy Parfums states its support for the LGBTQIA+ cause by launching an unprecedented project: the brand has decided to team up with London gallery owner & LGBTQIA+ activist Amar Singh and artists Rewind Collective to create a digital artwork which will be sold for the benefit of the Le MAG Jeunes organisation (https://www.mag-jeunes.org/). An initiative which perfectly reflects the House’s approach, according to which disruptive creativity and innovation always go hand in hand with values of respect and inclusion.
After having ventured into the field of gaming by creating makeup looks for the video game Animal Crossing, Givenchy Parfums is now exploring the new world of NFTs (“Non Fungible Tokens”, digital works encoded in a way that ensures their uniqueness and authenticity). The House thus becomes the first beauty brand to come up with an NFT and to put this innovation at the service of an essential cause.
Drawing inspiration from the House’s hallmarks, as well as the colours of Pride Month, this original virtual artwork is being unveiled today on the @givenchybeauty Instagram page. It will then be sold exclusively in a limited series of 1,952 on VeVe, the largest mobile-first digital collectibles platform. After the sale that will take place from June 21 to June 26, the proceeds will be entirely donated to the Le MAG Jeunes organisation.
This initiative is fully in line with Givenchy Parfums’ approach, which aims to promote a culture open to all types of diversity. The singularity and expertise of its employees are a precious source of creativity and innovation. Givenchy Parfums ensures that all are included so that they are totally free to be themselves and can fully express their potential. Each talent is unique and the strength of the House relies on merging these differences.