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In a collaboration with London gallery owner Amar Singh and the Rewind artist collective, the company is working on a digital art collection. The collection will be sold on the Veve NFT marketplace, and all proceeds from the sale will go towards the Le MAG Jeunes association, a French LGBTQIA+ youth association founded in 1985. The project is a statement of support and Givenchy’s commitment to promoting inclusivity.
There will be 1952 copies of the NFT available on Veve. The project will feature animated photographs in a glitch art aesthetic and have the colors of the traditional Rainbow Flag incorporated in the animation. This produces a fascinating visual experience for the viewer.
The overview reads, “Titled “Pride,” the artwork created by Rewind Collective for Givenchy Parfums is a series of animated portraits symbolising diversity, the assertion of identity, and the fight for equal rights. Innovative photos, which the collective reinterpreted digitally in the colours of the Rainbow Flag, thus expressing Givenchy’s commitment to a more diverse, more inclusive, in short, more universal kind of beauty.”
This is not the charity NFT launch by Givenchy. Last year, the company launched the CHITO X GIVENCHY NFT project, creating 15 one-of-their-kind digital fashion NFTs, with all the proceeds donated to “charity to clean our oceans.”
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