Leading fashion brand Hugo Boss announces it is launching its first-ever NFT collection and a 360-degree Metaverse Experience’ & NFT with Web 3.0 company Imaginary Ones.
According to the announcement, the first drop is an exclusive HUGO x Imaginary Ones NFT collection of 1,001 3D animations, titled ‘Embrace Your Emotions’ (EYE), set to be released in November.
The collection’s goal is to inspire people to connect with their emotions and to spread the message that all emotions, positive and negative, are valid and should be accepted because having the freedom to feel and express oneself has a positive impact on one’s mental health and general well-being.
Six of the 1,001 NFTs were created to represent the five “rarities” or basic emotions: love, joy, sadness, fear, and anger.
A special sixth character combining all five emotions will be auctioned off on October 10 to commemorate World Mental Health Day, with all proceeds going to Youth Aware of Mental Health (YAM).
The HUGO + Imaginary Ones EYE NFT collection has 1,000 spots available on the allowlist. 500 of the 1,000 available spots on the allowlist will go to individuals who buy a unique phygital T-shirt.
These 500 limited-edition T-shirts will each have a QR code that, when scanned, will open a digital realm surrounding the wearer and lead them to a Snapchat Lens with an exclusive AR EYE effect.
Starting on October 4, the remaining 500 spots will be given out to existing holders of Imaginary Ones’ OG NFT collection and through a variety of exciting activities on Imaginary Ones’ Twitter and Discord platforms.
All owners of a HUGO x Imaginary Ones NFT will have access to the Imaginary Ones staking ecosystem, which gives the holder a separate set of exclusive HUGO x IO goods, experiences, and content.
This will also include digital HUGO wearables and HUGO-themed Imaginary Ones drops, in addition to receiving a “golden ticket” for a 10% discount in the HUGO online store.
Miah Sullivan, Senior Vice President of Global Marketing & Brand Communications at HUGO BOSS, noted “We are excited to partner with Imaginary Ones to deliver an NFT collection of beautiful 3D assets that enables us not only to further explore this virtual world but also to share a message of self-acceptance and being true to yourself, which is at the heart of what HUGO stands for.”
The announcement concluded with “Both HUGO and Imaginary Ones will continue to explore ways to strengthen their partnership and add value to the collection holders, including exclusive experiences in the metaverse.”
Fashion and luxury brands are already expanding in the NFT and Metaverse space. Big Luxury brands like Gucci, LVMH, Balenciaga, Tiffany & Co., etc, are all wanting a taste of this booming industry. Recently, fashion brand Vera Bradley forayed into the Metaverse with the launch of various NFT collections.