Givenchy Parfums is throwing its weight behind the LGBTQIA+ community by creating a new digital artwork NFT which will be sold for the benefit of the Le MAG Jeunes LGBT+ organisation (Movement for the Assertion of Young LGBT Individuals) founded in Paris in 1985. This is done in partnership with London gallery owner and LGBTQIA+ activist Amar Singh and artists Rewind Collective and reflects the House's approach, according to which disruptive creativity and innovation always go hand in hand with values of respect and inclusion.
Drawing inspiration from Givenchy’s hallmarks, and more specifically Prisme Libre, the House’s iconic loose powder, as well as the colours of the LGBTQIA+ flag, the NFT will be available for sale until 6 July. The luxury brand said it aims to promote an inclusive culture open to all types of diversity. Givenchy Parfums said its team members' uniqueness and expertise are a precious source of creativity and innovation, and that it ensures all are included so they can fully express their potential.
Based in London, Amar Singh is known for his contemporary art gallery and activism in favour of the rights of women and LGBTQIA+ people. Meanwhile, Le MAG Jeunes LGBT+ focuses on support and guidance, carrying out awareness-raising events in schools and offering cultural, sport-related and educational activities.
This is not Givenchy's first NFT. In 2021, it also partnered with Singh and Rewind Collective to launch an NFT artwork named Pride, with proceeds also going to the Le MAG Jeunes LGBT+ organisation. At the same time, this latest collection comes shortly after it ventured into Roblox with its Givenchy Beauty House, featuring various areas such as the Irresistible dance floor and the L’Interdit forbidden station, both inspired by the two fragrances of the brand. Fans also have acccess to makeup stations, a photobooth, and a swimming pool decorated in Givenchy style. Meanwhile in 2020, Givenchy Beauty created makeup for characters in Animal Crossing. According to WWD previously, the brand touted itself to be the first luxury brand to offer makeup options for Animal Crossing.
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