06.14.22
To mark Pride Month this year, Givenchy Parfums (an LVMH brand) is supporting the LGBTQIA+ cause by teaming up with London gallery owner Amar Singh and the Rewind artist collective to create a digital artwork which will be sold for the benefit of the Le MAG Jeunes association.
Aimed at the LGBTQIA+ young population (15 to 30), Le MAG Jeunes focuses on support and accompanying: it carries out awareness-raising missions in schools, offers cultural and educational activities and provides psychological support to all those who need it. It also lobbies international institutions, so as to promote the implementation of more inclusive public policies, for today and tomorrow.
Titled “Pride”, the artwork created by Rewind Collective for Givenchy Parfums is a series of animated portraits symbolizing diversity, the assertion of identity and the fight for equal rights. Innovative photos, which the collective reinterpreted digitally in the colors of the Rainbow Flag, thus expressing Givenchy’s commitment to a more diverse, more inclusive, in short, more universal kind of beauty.
Aimed at the LGBTQIA+ young population (15 to 30), Le MAG Jeunes focuses on support and accompanying: it carries out awareness-raising missions in schools, offers cultural and educational activities and provides psychological support to all those who need it. It also lobbies international institutions, so as to promote the implementation of more inclusive public policies, for today and tomorrow.
About the Virtual Artwork
Drawing inspiration from the House’s hallmarks, as well as the colors of Pride Month, this original virtual artwork is being sold on the Veve specialized sales platform in a limited series of 1952 copies. After the sale, the proceeds will be entirely donated to the Le MAG Jeunes association.Titled “Pride”, the artwork created by Rewind Collective for Givenchy Parfums is a series of animated portraits symbolizing diversity, the assertion of identity and the fight for equal rights. Innovative photos, which the collective reinterpreted digitally in the colors of the Rainbow Flag, thus expressing Givenchy’s commitment to a more diverse, more inclusive, in short, more universal kind of beauty.
