Renowned luxury fashion brand Louis Vuitton is putting a bold spin on its fashion destiny through a new NFT initiative called ‘Via’. The limited-edition line of digital fashion accessories is based on the 160-year-old ‘Treasure Trunk’ range, giving access to luxury benefits and a tangible twin of the highly sought-after trunk for €39,000.
Quick withdrawals:
- Louis Vuitton’s Via opens limited edition digital fashion accessories, based on the brand’s acclaimed Treasure Trunk collection, with luxury benefits and redeemable physical twins for €39,000.
- Exclusive registration is required: interested buyers must access a private website where the NFTs will be available for purchase shortly thereafter.
- The fashion brand maintains control of its Treasure Trunk assets through Soul-Bound NFTs, preventing secondary sales and transactions on NFT marketplaces.
NFT Couture by Louis Vuitton
Louis Vuitton’s upcoming NFT strategy is leading away from gamification and towards high-end applications for blockchain technology. The limited number of digital fashion accessories under Via will be available to all brand fans around the world.
However, there is a catch: individuals must register their interest on the Louis Vuitton website by June 8. Shortlisted candidates will then be given access to a private website on June 14, where the NFTs will be available for purchase the next two days after that, on June 16. This way, only dedicated Louis enthusiasts will bother to purchase these digital assets with patience and care.
Once a Via NFT is obtained, the renowned fashion house will grant a ‘Soul-Bound’ status to all Treasure Trunk NFTs, prohibiting gifting and trading on secondary markets.
Regardless of whether the digital assets are non-tradable, holders can acquire keys that unlock future benefits and offer luxury LV products and services.
Restyling of the NFT landscape
Louis Vuitton’s Soul-Bound approach ensures the fashion powerhouse has complete control over its collectibles, providing aftercare services that are typically rare and hard to find in the Web3 sphere.
The main goal of this venture is to provide customers with premium, once-in-a-lifetime opportunities that combine high-quality fashionable goods with advanced technologies. By embracing non-fungible collectibles in this way, Louis Vuitton is providing an elite gateway for its devoted fan base to own prized offerings not available on high streets and elsewhere, presenting an entirely new in-store shopping experience.
In addition, this campaign demonstrates Louis Vuitton’s willingness to evolve and adapt with the times, welcoming NFTs to remain committed to craftsmanship and brand integrity.
The Web3 legacy of the fashion powerhouse
The Via campaign significantly revamps the previous Web3 approach, integrating limited edition digital collectibles with physical luxury goods like never before. Interestingly enough, Louis Vuitton ventured outside physical fashion items for the first time in Web3 by debuting its metaverse game ‘Louis the Game’, in a quirky celebration of its 200th anniversary in 2021.
Labeled as “better than Fortnite,” Louis the Game was a way for the fashion brand to tap into new customers, especially a younger audience like Gen-Z consumers, known for being hard to captivate. The brand achieved such goals through addictive gameplay challenges for all players without breaking the bank.
There were also recent false rumors that Louis Vuitton was teaming up with Japanese artist Yayoi Kusama for an NFT collaboration.
Must read: “Louis Vuitton Debunks Yayoi Kusama NFT Collaboration Rumors.”
Nevertheless, Louis Vuitton’s forthcoming expedition into the high-end world of the blockchain demonstrates a new standard for fusing luxury, exclusivity and innovation – for big LV aficionados with deep wallets to enjoy.
