Givenchy Parfums has teamed up with London gallery owner, Amar Singh, and the Rewind artist collective, a digital arts collective that aims at addressing the gender and minority imbalances, in order to create a digital artwork. The original virtual artwork, which comes in a limited series of 1952 copies, is being sold on a specialised sales platform. The process from the sales will go to the Le MAG Jeunes association. Le MAG Jeunes is a French organisation established in 1985 that supports the young LGBTQIA+ community, particularly of ages 15 to 30, and their causes, including carrying out awareness-raising missions in schools, cultural and educational activities and providing psychological support to those in need.
The artwork created by Rewind Collective, titled “Pride”, includes a series of animated portraits, photos reimagined digitally to incorporate rainbow hues. The artwork is aimed to symbolise diversity and support the fight for equal rights. With the launch of the non-fungible tokens (NFTs), the beauty brand extends its support for the LGBTQIA+ cause effectively, making it the first beauty brand to launch an NFT supporting the LGBTQIA+ community this Pride Month.
The virtual artwork will be available to buy from June 21 to 26 on the VeVe platform, an app-based marketplace for rare and premium licensed digital collectibles.
“This initiative is fully in line with Givenchy Parfums' approach to promote diversity and inclusion,“ Givenchy states in a statement on its website as it announced the launch of the NFT.
Image Source: Twitter/VeveCavitator