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Givenchy Parfums will launch a non-fungible token (NFT) based on photos and reinterpreted with the colors of the rainbow in collaboration with London gallery owner Amar Singh and the Rewind artist collective in celebration of Pride.
All proceeds will go to Le MAG Jeunes association, an LGBTQ+ group.
There will be 1952 copies available for sale on the VeVe NFT marketplace.
Givenchy had previously collaborated with digital artist Chito on an auction of 15 NFTs to promote its Spring 2022 collection.
NFTs are being used by more brands to make a social statement.
L'Oreal Paris launched an NFT campaign in December of last year to increase the visibility of women in the digital art world. NYX, the company's makeup division, is also coordinating an NFT project with The Sandbox metaverse in honor of Pride.
