LVMH-owned Givenchy has teamed up with the Rewind artist collective and London gallery owner Amar Singh to create a digital artwork,

which will then be sold in order to raise money for Le MAG Jeunes association.

Titled Pride, and designed to show the luxury beauty brand’s support for the LGBTQIA+ cause,

the artwork features a series of animated portraits symbolising diversity, reinterpreted digitally in the colours of the rainbow flag.

The initiative is in line with Givenchy Parfums’ approach to promoting diversity and inclusion, the brand said in a statement.

The digital assets went up for sale at the end of Pride Month on the VeVe platform, and all of the proceeds went towards Le MAG Jeunes association.

Non-fungible tokens are quickly becoming valuable commodities and an accessible way for the average person to start building a lucrative digital collection that's secure and authenticated.