Louis Vuitton continues the luxury NFT fashion trends in 2024 | NFT CULTURE | NFT News | Web3 culture

Harnessing the Frontier of Fashion and Technology: Louis Vuitton’s Latest NFT-Linked Varsity Jacket

The intersection of heritage and innovation

In a striking blend of tradition and cutting-edge technology, Vogue has confirmed that Louis Vuitton continues its foray into the digital world with the launch of a new product that underlines the luxury brand’s dual commitment to heritage and innovation. This isn’t Louis Vuitton’s first foray into the world of NFTs, reflecting a growing trend of luxury brands eagerly adopting blockchain technology. The item in focus is a leather varsity jacket, a standout piece from the fall/winter 2024 men’s runway, now available as a high-fashion garment and as a digital collectible.

A creative touch from Pharrell Williams

Designed by Pharrell Williams, the newly appointed creative director of Louis Vuitton menswear, the jacket combines luxurious materials such as suede buckskin and iridescent snaps with an embroidered Louis Vuitton logo. Williams brings his unique flair to this piece, seamlessly blending his vision with the brand’s classic aesthetic, making it a symbol of modern luxury fashion.

The phygital experience

The jacket, which costs €7,900, is an exclusive offering available to just 200 holders of Louis Vuitton’s Via NFTs. These NFTs grant ownership of both the physical shell and a digital version, embodying the concept of ‘phygital’ items – where physical and digital domains meet. This innovative approach highlights Louis Vuitton’s pioneering strategy in integrating blockchain technology with luxury fashion.

Exclusivity and market dynamics

The Via project, which launched last year, is a testament to the brand’s strategic use of exclusivity and technology. By limiting ownership and transferability of these NFTs, Louis Vuitton is creating a highly curated and exclusive experience, appealing to a niche market of high-net-worth individuals. This approach not only maintains the brand’s luxurious image, but also protects it during periods of fluctuating cryptocurrency valuations and market interest.

Luxury NFTs: A Growing Mainstream Use Case

Louis Vuitton’s initiative is part of a broader trend of luxury brands exploring the potential of NFTs to deliver unique customer experiences and create new revenue streams. Beyond art, luxury NFTs are emerging as one of the top use cases for blockchain technology in retail, giving brands a new way to connect with consumers and provide exclusivity in an increasingly digital world.


Louis Vuitton has released a new varsity jacket designed by Pharrell Williams that doubles as a phygital collectible, connecting the physical and digital worlds via NFT technology. Priced at €7,900 and limited to 200 pieces, this exclusive release reflects the brand’s groundbreaking approach to integrating high fashion with cutting-edge blockchain technology. As luxury NFTs become a mainstream use case, Louis Vuitton continues to lead the way in combining high fashion with high tech.