LOUIS VUITTON AND PHARRELL WILLIAMS REDEFINE FASHION WITH THEIR FIRST READY-TO-WEAR NFT !

Louis Vuitton, in collaboration with Pharrell Williams, is once again revolutionizing the world of fashion with the launch of the brand’s first NFT (nonfungible token) ready-to-wear collectible.
The new garment, named VIA Blouson Varsity, is an emblematic piece of the Fall-Winter 2024 men’s collection, unveiled last January in Paris.

Inspired by the spirit of the Wild West, this exclusive piece embodies the bold aesthetic of the American West, with its leather details, laced seams and pearl-effect buttons. Limited to just 200 units worldwide, this jacket is available in both physical and digital versions, offering collectors an unparalleled experience.

To access this fashion jewel, you need to own a Malle Trésor VIA, the holy grail of Louis Vuitton aficionados.
Launched less than a year ago, this hybrid trunk, at the crossroads of the real and the virtual, is the exclusive point of entry into the world of the brand’s NFTs.
Priced at 39,000 euros, the trunk was available in limited numbers and reserved for a select few, chosen by lottery.

The VIA Blouson Varsity also marks Pharrell Williams’ first foray into Louis Vuitton’s VIA program. As Creative Director of the Maison’s Men’s collections, Williams had already caused a sensation last year with a collector’s reinterpretation of the Speedy bag.

This launch is part of Louis Vuitton’s VIA project, which aims to offer NFTs holders exclusive experiences and unique products. With a retail price of 7,900 euros, this jacket is the third exclusive product reserved for VIA Treasure Trunk holders, following the Speedy 40 orange monogram bag and the previously launched Tile Tunk digital.

Louis Vuitton has adopted a highly selective approach to the distribution of its NFTs, crowding out speculation in the open market and offering a more personalized experience to its customers. The exact number of VIA Treasure Trunk holders remains confidential, but influential figures from the Web3 fashion world have been graced with these precious sesames, reinforcing the exclusivity of this initiative.

Despite fluctuations in the cryptocurrency market, interest in NFTs in the fashion industry remains palpable.
Designers such as Taskin Goec and Stephy Fung have recently achieved notable sales, while the craze for digital collections, such as Claire Silver’s, continues unabated.

With this foray into the world of NFTs, Louis Vuitton is banking on exclusivity and the appeal of novelty to appeal to a high-flying clientele, demonstrating its ability to innovate while preserving the essence of luxury and timeless elegance.