What: Louis Vuitton is venturing into the world of Web3 with the release of a phygital trunk bag sold as an NFT.

Why it is important: This release is part of Louis Vuitton's strategy to test customer interest in digital-physical goods and NFTs. The brand recently opened a Discord server to engage with online communities and NFT holders. The addition of NFTs adds a culturally relevant digital layer to the brand's existing product strategy.

Designed by Nicolas Ghesquière, the Via Tile Trunk features the iconic Louis Vuitton checkerboard motif and made its debut at the Spring/Summer 2024 show. The digital version of the trunk is accompanied by a physical counterpart that owners can claim in March 2024. It is priced at EUR 6,000, and only available to owners of the Louis Vuitton Treasure Trunk NFTs.

The Via project by Louis Vuitton involves the release of phygital silver "Treasure Trunks" priced at EUR 39,000. The NFT tokens associated with the trunks are "soul-bound," discouraging flipping. Louis Vuitton has also enlisted influential personalities in the Web3 fashion space to advise on the project.

Louis Vuitton is selling a €6,000 digital mini trunk by Nicolas Ghesquière