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LVMH Moët Hennessy Louis Vuitton is entering the digital world, despite Bernard Arnault’s doubts expressed at the beginning of the year about the metaverse.

The luxury conglomerate created its first digital avatar Livi, who was modeled in 3D by Altava.

LVMH’ digital avatar Livi

The girl is distinguished by multi-colored eyes, freckles and wavy brown hair with white strands near her face. Outwardly, the girl is a bit like her digital colleague Lil Miquela. Nevertheless, Livi’s responsibilities will be greater.

She will be the LVMH’s virtual ambassador and will represent different projects of the group of LVMH’s companies related to innovation and technology.

On May 6, she presented the finalists of the sixth LVMH Innovation Award, and on June 16 she will co-host an awards ceremony at the upcoming Viva Technology conference from June 15–18 in Paris, which will bring together 21 startups.


LVMH’s virtual ambassador Livi presents the finalists of the LVMH Innovation Award 2022

Viva Technology will be held for the sixth time, this is an annual innovation and technology conference that brings together global business leaders and startups. It is worth noting that a new category was presented this year — 3D/Virtual Product Experience & Metaverse. DressX, the largest digital fashion store, became one of the finalists of this category.

Clearly, the luxury conglomerate is looking to find solutions to bring its luxury brands, Louis Vuitton, Dior, Fendi, Bvlgari and Tiffany and Co, into the digital world and gain precious audience attention.

Although LVMH’s billionaire owner Bernard Arnault said earlier this year that the company needs to take a closer look and study what applications the metaverse and NFT have, and LVMH is definitely not interested in selling virtual sneakers for 10 euros.

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