French fashion brand Givenchy is once again launching a non-fungible token (NFT) collection. This time around, the collection will be composed of 15 different NFTs designed in partnership with digital artist Chito that celebrates the brand’s Spring 2022 collection.
The project is being led by Givenchy’s creative director, Matthew M. Williams, who has been in charge of the brand since June of 2020. Despite being the face of a world-renowned luxury fashion brand, Mr. Williams has no formal design training and is still in his mid thirties. He was a finalist of LVMH’s prize for young designers in 2016, and his presence at a leading fashion brand highlights the trend in the industry to hunt for young talent.
Launching an NFT collection is in line with the youthfulness, innovation, and creativity that comes with the onboarding of a young designer as its leader. The digital assets will be displayed and open for auction on OpenSea’s marketplace, which attracts an audience very different from Givenchy’s typically elegant and sophisticated consumer.
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