The future of luxury brands? Louis Vuitton will start selling $42,000 NFT cases – but only a few hundred people will be lucky enough to own one
- Louis Vuitton’s luggage lines have been a staple of the brand for over 160 years
- But it seems that it has entered a new phase after the unveiling of a ‘phygital’ collection
- The precious cases will give buyers access to future products and experiences
Louis Vuitton’s luggage lines have been a staple of the luxury brand for over 160 years.
But it seems it has now entered a new phase following the revelation that it will soon be selling NFT trunks for $42,000.
The “phygital” collection, titled Treasure Trunks, allows buyers to access future products and experiences and unite with fellow buyers.
The new line will hit the market later this month, but those interested will have to be quick, as there are only a few hundred available.
It seems Louis Vuitton has now entered a new phase after the brand revealed it will soon be selling NFT trunks for $42,000
The ‘phygital’ collection, titled Treasure Trunks, gives buyers access to future products and experiences and can unite with fellow buyers
Customers interested in purchasing trunk must register on a waiting list by June 8 by connecting their cryptocurrency wallet.
They will be invited to make their final purchase a short time later – and will also receive a made-to-order physical replica of the trunk.
But it seems that Louis Vuitton wants to restrict access.
Holders will not be able to return their case, nor will they be able to sell or gift it to anyone else – with the brand referring to them as “soul-bound collectibles” intended to facilitate customer loyalty.
Once the trunk is acquired, customers can also purchase a range of bespoke ‘keys’ which then grant access to additional products – all of which come with proof of authenticity.
But it’s not the brand’s first foray into the NFT market having previously released Louis the Game in August 2021.
The free-to-play experience aimed to learn more about the brand’s history and rewarded participants with 30 free digital postcards.
However, LVMH chief executive Bernard Arnault had previously hinted that the brand would apply NFT technologies to its high-end items.
Louis Vuitton’s luggage lines (pictured) have been a staple of the luxury brand for more than 160 years
LVMH chief executive Bernard Arnault had previously hinted that the brand would apply NFT technologies to its high-end items
“We have to see what the applications of the metaverse and NFTs will be,” he said at the time.
“It can undoubtedly have a positive impact – if done right – on the brands’ activity, but it’s not our goal to sell virtual sneakers for $10. We’re not interested in that.”
The launch of NFT is part of a longer-term project for the Via brand – Latin for road – which “aims to act as an elite avenue to products and experiences inaccessible to others.” Fashion.
It’s also probably no coincidence that Louis Vuitton recruited early NFT adopter Pharrell Williams as Men’s Creative Director following the passing of Virgil Abloh, who previously held the role, in 2021.