To help celebrate Pride Month, Givenchy Parfums is diving deeper into the metaverse, where it is holding the first immersive, ephemeral art exhibition hosted by a beauty brand, on the platform Spatial starting Thursday.
allows us to engage with new, young audiences — notably by increasing our brand visibility and preference amongst Gen Z – and sets us apart from competition,” said Spitzer.
Givenchy Parfums chose to exhibit on Spatial, billed to be the metaverse’s epicenter for cultural events. It hosts 700,000 visits monthly and counts more than 1 million users from around the globe. The artists kept Pride Month in mind. They included Vanille Verloës, from France. Her professional start was as a fashion designer in 2015. Then she became a stylist for magazines. In 2020, Verloës turned to digital art, making upcycled T-shirts that she morphed into a collection of wearable NFTs. To her, tech speeds creativity and helps bolster more eco-friendly consumer habits.
For Givenchy Parfums, SamJ’s “Engaged Dyamics” was made to reflect their experience of trans identity. It’s a 3D sculpture built around their body, meant to express euphoria.Edgar Fabian Frias, based in Los Angeles, is a nonbinary artist working in media and formats such as photography, videos, installations and performances. Subjects they tackle include societal historical heritage, spirituality and resilience.
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