VeVe Welcomes: Givenchy Beauty
French luxury fashion house to release digital artwork NFT on VeVe, with proceeds donated to the Le MAG Jeunes organisation.
In celebration of Pride Month, French luxury fashion and parfum house- Givenchy- has teamed up with London gallery owner and LGBTQIA+ activist Amar Singh and artists Rewind Collective to create a digital artwork that will be sold for the benefit of the Le MAG Jeunes organisation.
The work- Pride- was commissioned by Givenchy to celebrate the brand’s dedication to equality from its founding days until now, and is driven by the house’s pursuit of inclusiveness, innovation and universal respect.
This is the first time Givenchy has entered the digital art/NFT space, and all proceeds from the sale, which begins at 8 am PDT on June 21, will be donated to MAG, a French national association by and for LGBTI + young people aged between 15 and 30.
Pride
Pride, the artwork created by Rewind Collective, is a series of portraits that are photographed and digitally reworked, capturing moments of intimacy, strength and diversity. The work champions those who have stood up for identity, sexuality and human rights, and will be released on VeVe as an incredibly limited edition item, with only 1952 available.
In solidarity with universal human rights, these innovative photos, which the collective reinterpreted digitally in the colours of the Rainbow Flag, express Givenchy Beauty’s commitment to a more diverse, more inclusive, and more universal kind of beauty.
Le MAG Jeunes
The proceeds of the Pride NFT sales on VeVe will be donated to Le MAG Jeunes- A movement for the Assertion of Young Gay, Lesbian, Bi & Trans people. MAG focuses on support and awareness-raising missions in schools, offering cultural, sporting and educational activities, and lobbies international institutions to promote the implementation of more inclusive public policies.
Rewind Collective (EST. 2011)
Rewind Collective is a digital arts collective aimed at addressing the gender and minority imbalances throughout the art world. The collective aims to uplift women and minorities through their work- the largest groups of people who have been traditionally marginalized by the art world.
Rewind creates original digital works, digital editions, and digital works in response to existing physical artworks, and for the first time in auction history, Christie’s offered traditional paintings accompanied by NFT’s created by Rewind in their Post-War & Contemporary Art day sale, 14th May 2021.
The sale generated over $1.28m with a solo Rewind work selling for $150,000.
Rewind is also one of the first artists to have an NFT acquired by the permanent collection of museums (New Orleans Museum of Art, National Gallery of South Africa, Fundación MEDIANOCHE0 in Spain).
Pride will be released on VeVe alongside two NFTs from the collective’s House of Cards series, depicting the courageous and powerful women throughout history who shaped the world.
A fourth NFT will also be available during the sale- the Pride Logo- which blends the iconic rainbow flag with the Rewind Collectives logo in celebration of all LGBTQ people who have fought to build a world of equality, and pays tribute to the diversity of the LGBTQ community.
Collect Digital
VeVe brings the world of collectibles into the digital realm and right into the palm of your hand. Collect limited edition high-quality 2D and 3D artworks and sculptures of your favorite heroes, characters and icons, in premium digital format.
