Recently, Global fashion brand Hugo has partnered with Web 3.0 company Imaginary Ones to introduce its first-ever NFT collection.
In the first week of November, the exclusive Hugo and Imaginary One’s NFT collection of 1,001 3D animations, entitled ‘Embrace Your Emotions’ (EYE), will be launched.
Of the 1,001 NFTs, six characters will contain special attributes. Five characters each represent everyday emotions – joy, sadness, fear, anger, and love, along with that the fun storyline of the collection will also benefit a charitable cause as, to mark World Mental Health Day on October 10, a special sixth character bringing together all five emotions will be auctioned, with 100 percent of the proceeds donated to Youth Aware of Mental Health (YAM).
According to a press release by Hugo, this evidence-based mental health program invites young people aged 13 to 17 to learn about and explore the topic of mental health and has been conducted with more than 85,000 teenagers across 16 countries.
Besides that, of 1,000 allowlist spots in total, 500 will be allocated to customers who purchase an exclusive phygital T-shirt, and there are 500 limited-edition T-shirts for sale, and each will contain a QR code where users will be directed to a Snapchat Lens to create a special augmented reality effect.
Miah Sullivan, senior vice president of global marketing and 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.”
On the other hand, Clement Chia, co-founder of Imaginary Ones said, “Imaginary Ones is humbled and honored to partner with Hugo and to be the first Asia-born NFT project to collaborate with an international fashion brand. We share Hugo’s values and commitment to contributing to an inclusive and equitable world. With this partnership, we aspire to strengthen Imaginary Ones’ presence beyond the Web 3.0 space and further our cause in embracing inclusivity and diversity everywhere.”
Basically, the aim of the collection is to encourage everyone to connect with their emotions, and to share a 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.
Going forward, Hugo and Imaginary Ones will explore various ways to continue strengthening this partnership and provide further value to holders of the collection, including exclusive experiences in the metaverse.