Givenchy ties NFTs to a physical collection in a partnership with BSTROY and Felt Zine

Givenchy’s creative director Matthew M. Williams has collaborated with streetwear brand BSTROY and artist collective Felt Zine to create digital replicas of the fashion brand’s physical capsule collection. Givenchy’s collection of 360 NFT artworks is inspired by retro gaming, pixel art, and the digital art subculture.

Fashion lovers in the U.S. or Europe can purchase one of the six items to receive a digital twin of the wearable for free. The clothing line includes a hooded bomber jacket, a classic fit hoodie, a classic fit t-shirt, sneakers, a cropped bomber jacket, and denim biker boots.

The NFT collection, “which looks to the future of fashion through inclusivity, innovative materials, silhouettes, and details,” launched on OpenSea on November 18. The NFTs will provide utilities (token-gated drops and invites to real-life and digital events) and grant access to a membership program throughout 2023, but more details will be revealed in the future.

Feltzine is a Web3 collective of creative technologists, directors, and artists that use 3D and generative processes for digital art creation.

Givenchy’s drop is backed by Aura Blockchain Consortium, which develops smart contracts and supports NFT minting. The blockchain company was founded by LVMH in 2021.

More luxurious brands are creating phygital collections: Prada’s capsule drop included NFTs with physical items, and Gucci’s collaboration with SUPERPLASTIC ensured that NFT buyers would get physical ceramic figurines.

In June, the LVMH-owned brand launched Prime-themed NFTs to support charity, and in the same month, Givenchy Beauty entered Roblox’s metaverse. While in last November, Givenchy marked its NFT entrance through a collaboration with graffiti artist Chito.