Givenchy and Bstroy create a surprise collaboration

Givenchy released a capsule collection that linked physical products to digital twins through NFTs. The six NFT designs dropped on Friday 18th November from the LVMH-owned brand. The brand aimed to build a capsule collaboration between Givenchy creative director, Matthew Williams and streetwear brand Bstroy. The brand was co-funded by Brick Owens and Dieter “Du” Grams, which launched on November 4th. Matthew Williams tapped Web3 artist collective Felt Zine capsule interpreting the Givenchy x Bstroy designs digitally. This would have been the second NFT project from Givenchy.

Courtey of WWD

NFTs are a golden opportunity for luxury brands. An NFT is a tradable digital financial asset that typically contains digital photos, videos or audio files. Similar to cryptocurrency, NFTs are stored on the blockchain and can be transferred, sold, or traded. NFTs are assets that are uniquely identified, which is why they are called ‘non-fungible’. Which influenced the link up between the two brands.

Creatives Brick and Du share the same vision of fashion as an inclusive space for experimentation while expressing their personal style. They focused on creating streetwear with unexpected treatments that resonate beyond their individual capabilities, which enter the realm of contemporary art on the street and in Web3. Bstroy’s Owens and Grams emphasize the importance of creating and capturing a “creative experience that goes beyond the collection itself”, which they executed well.

Courtesy of AzhiTech

The capsule collection ranges from 520-4790, in which people in the Us and Europe will buy a physical piece and receive an email to redeem their NFT upon purchasing the physical item. This will allow a membership programme for those who own holders access that is set to launch in 2023. There is also the possibility for further utility to be added to the token down the line. Although the brands do not mention much, past NFT utilities included access to token-gated drops which includes invites to digital and physical events. Aura Blockchain Consortium, a French luxury conglomerate that launched in 2021 supports the collaboration between the two brands which are LVMH-backed.The Aura Blockchain Consortium, which include luxury brands such as Prada and Richemont-owned Cartier are creating smart contracts which also support the minting and redemption of the use of NFTs.

Having Web-native Felt Zine on board with the 2019 Diesel collaboration along their side, Williams taps into both expert knowledge and an existing audience in the space, a move that is most likely to build hype around the brand name with the Web3 community tapping into a different market.

The capsule collection includes oversize, draped T-shirts with funky graphics, and allover print bright blue, pink, and yellow o the pieces of clothing, which both brands work on for the past year. The line included T-shirts, hoodies, jeans, varsity jackets, statement bags and footwear. Included layered colors, emblematic embroideries and experimental treatments which includes different style techniques. These highlight the whole collection in which both Givenchy and Bstroy emblems are incorporated on their hoodie, inspired by Bstroy’s emblematic design.

Courtesy of Givenchy

Bstroy captured the essence of art within the streets, whereas Matthew’s work for Givenchy epitomizes urban style with Parisian flair. This collaboration is a great mix of both styles and aesthetics which has given us an experience we never knew we needed.