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Givenchy’s beauty division is set to celebrate Pride Month (June) within its metaverse space.
The event will be hosted on the Roblox platform, updating the “Givenchy Beauty House” — a virtual space launched by Givenchy in 2022.
The new experience, dubbed the “Givenchy Pride Pop-up,” transforms the existing virtual space with Pride-themed elements, such as a Givenchy castle adorned with rainbows and flags.
The new experience will also introduce Pride makeovers, outfits, and four limited Pride UGCs (user-generated content) that can be earned by completing quests throughout the month.
Givenchy has been active in other Web3 initiatives as well. In 2022, the company launched an NFT to support the LGBTQIA+ community and unveiled a new clothing collection with accompanying NFTs.
Givenchy is not the only major brand engaging in Web3 initiatives to celebrate Pride Month. In 2022, NYX Professional Makeup launched its Pride campaign, “Paint Your Own Story,” and entered the metaverse with a virtual meta-pride parade. Likewise, Coca-Cola launched its NFT collection dedicated to the LGBTQIA+ community.
Last year, Decentraland hosted its annual metaverse pride parade for the third consecutive year.
The rise of the metaverse has provided new ways for communities to celebrate diversity and foster a sense of belonging, transcending geographical boundaries and societal norms. According to a 2023 report by Roblox, 40% of Gen Z find it easier to present their authentic selves online due to “freedom of expression” and “creative options.”
