German luxury fashion house HUGO BOS AG has entered the world of the Metaverse and NFTs with the launch of a new Web3 experience. 

According to the company’s press release, its HUGO division, which focuses on appealing to younger consumers (i.e. it focuses on self expression), has collaborated with Web3 firm Imaginary Ones on “a holistic, 360-degree metaverse experience” and this partnership “sees HUGO take a major step forward in its exploration of the metaverse, as the launch of its first-ever NFT collection marks another significant milestone in the global refresh of the brand in 2022.”

The press release, which was issued on 4 October 2022, went on to say:

An exclusive HUGO x Imaginary Ones NFT collection of 1,001 3D animations, entitled ‘Embrace Your Emotions’ (EYE), will be launched in early November. 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. 

Of the 1,001 NFTs, six characters will contain special attributes. Five characters each represent one of our everyday emotions – joy, sadness, fear, anger, and love. 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% of the proceeds donated to Youth Aware of Mental Health (YAM). 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.

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.

And 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 the 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.

The “HUGO x Imaginary Ones: Embrace Your Emotions” NFT collection is available for sale on NFT marketplace OpenSea:

Source: OpenSea

Image Credit

Featured Image via Pixabay