Quick take:
- The metaverse and NFT projects were launched to commemorate World Mental Health day.
- All proceeds from the NFT auction will benefit Youth Aware of Mental Health (YAM).
- HUGO said it will explore ways to strengthen its partnership with Imaginary Ones.
HUGO today announced a collaboration with Web3 company, Imaginary Ones, on a “holistic 360-degree metaverse experience” to commemorate World Mental Health day. This not only marks a milestone in HUGO’s ambitions to become a digital fashion player, but it also marks the launch of its first NFT collection.
As part of the collaboration, HUGO and Imaginary Ones are dropping an NFT collection of 1,001 3D animations, titled ‘Embrace Your Emotions’ (EYE).
Slated for release in November, the collection aims to encourage people to connect with their emotions and convey the message that all feelings – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health and overall well-being.
Six among the 1,001 NFTs have been designed to represent five everyday emotions: joy, sadness, fear, anger, and love. To mark World Mental Health Day on October 10, a special sixth character bringing together all five emotions will be auctioned, and 100% of the proceeds will then be donated to Youth Aware of Mental Health (YAM).
Miah Sullivan, Senior Vice President of Global Marketing & Brand Communications at HUGO BOSS, said: “The metaverse is an exciting new space for fashion brands, one that is rich with potential for HUGO. 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”.
Details of the metaverse experience, however, are scant. HUGO said that 500 allowlist spots out of 1,000 will be allocated to customers who purchase an exclusive phygital T-shirt which contains a QR code that will activate a digital world around the wearers, directing them to a Snapchat Lens that features a special AR EYE effect.
HUGO also said it will explore ways to strengthen its partnership with Imaginary Ones to add value to NFT holders including metaverse experiences.
While this is HUGO’s first NFT collection, it’s not its first time involved in an NFT project. The German fashion house partnered with Boss Beauties in March to launch the BOSS x Boss Beauties Dream Like a BOSS mentorship program designed for young women from marginalised and underrepresented communities.
HUGO first hinted at Web3 plans back in February when it filed trademark applications for virtual goods like clothing, footwear, and watches in the metaverse.
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