Luxury clothing brand Hugo Boss, through its youth-focused division Hugo, has partnered with the NFT collection Imaginary Ones to launch a comprehensive metaverse experience. This initiative is part of Hugo’s global rebranding efforts.
The collaboration will result in the “Embrace Your Emotions” (EYE) collection, set for release in early November.
This collection will feature 1001 3D animations and aims to encourage the acceptance of all emotions, both positive and negative, highlighting the significance of emotional freedom and expression.
This focus is particularly relevant in the context of mental health, an issue Hugo aims to spotlight through this project.
Revenue from the EYE collection will be donated to the Youth Aware of Mental Health (YAM) organization, reinforcing Hugo’s commitment to mental health awareness.
Details of the project are still emerging, but it includes an innovative element for buyers of a limited-edition “phygital” t-shirt, who will gain access to a special augmented reality effect via Snapchat.
Additionally, NFT owners will have exclusive access to the Imaginary Ones’ Hugo store, which will feature a range of digital wearables.
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