Louis Vuitton continues integrating Web3 technologies into its strategy by launching an exclusive “phygital” (physical + digital) collection. One standout piece is a leather varsity jacket designed by Pharrell Williams, priced at €7,900. This jacket is available only to 200 NFT Via holders.
Via Project & Exclusivity
The Via project, launched in June 2023, initially offered “phygital” boxes for €39,000, combining physical items with NFTs. These NFTs are non-transferable, ensuring uniqueness and direct ownership. NFT holders later gained access to additional exclusive items, including the Speedy 40 bag and digital mini-boxes, all merging physical and digital elements.
Pharrell Williams Jacket
The leather varsity jacket combines classic style with modern design, featuring suede fabric, iridescent buttons, and an embroidered logo. Its availability exclusively for Via NFT owners emphasizes Louis Vuitton’s strategy of limited access and exclusivity.
NFTs and the Future of Fashion
NFTs allow fashion brands to create new forms of engagement, blending physical products with digital assets. This opens opportunities for collecting, personalization, and integration with metaverse experiences. Louis Vuitton, along with other luxury brands, is actively exploring these possibilities to stay at the forefront of fashion innovation.
