THE WHAT? 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.

THE DETAILS 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 WHY? The initiative is in lone with Givenchy Parfums’ approach to promoting diversity and inclusion, the brand said in a statement.