Louis Vuitton Unveils Exclusive NFT Collection

Renowned French fashion brand Louis Vuitton is launching a limited edition NFT series, the “Treasure Trunk” collection. Each piece is priced at a staggering €39,000 ($41,693), providing select clientele with a unique opportunity to access upcoming products and experiences

The brand's NFT venture, termed “Via,” serves as an exclusive portal to special offerings, according to a recent statement. This strategy of using rare and costly NFTs as keys to unlock unique experiences and items both offline and online has gained popularity among brand-driven NFT initiatives.

Customers from the US, Canada, France, UK, Germany, Japan, and Australia can join a waitlist on a dedicated site to purchase the Louis Vuitton trunks from June 8 through the Via project. After authenticating their crypto wallets and sharing personal details, selected participants can explore Via on a private webpage starting June 14. 

From June 16, they can acquire their Via Treasure Trunk using crypto or traditional currency and subsequently receive a physical replica of their trunk. 

These distinctive trunks, which have been available for over 160 years, can cost tens of thousands of dollars. Louis Vuitton has strict rules against selling or transferring the Via trunks, aiming to create a “soul-bound collectible” via non-transferable NFTs or soulbound tokens. This encourages loyalty and curbs reselling. Purchases are final, with an exception for EU customers who can legally reverse their decision within 14 days of ordering.

This NFT project differs significantly from Louis Vuitton's previous venture, Louis The Game, which aimed to enlighten players about the brand's heritage. LVMH CEO Bernard Arnault has previously acknowledged the beneficial impact of technologies such as NFTs on high-value items and affirmed the brand's focus on preserving exclusivity and value in their NFT releases.