Hugo Boss’s Hugo brand is diving headfirst into the metaverse with two exciting collaborations that are set to redefine the fashion industry. The first partnership is with Web 3.0 company, Imaginary Ones, and it aims to create a holistic metaverse experience. This collaboration is a significant leap for Hugo in its exploration of the metaverse and is a part of the brand’s global refresh for 2022. By teaming up with Imaginary Ones, Hugo is poised to offer its customers a truly immersive and groundbreaking experience in the digital realm.
As a part of the collaboration, Hugo and Imaginary Ones are working together to create a unique NFT collection called ‘Embrace Your Emotions’ (EYE). This collection will consist of 1,001 3D animations that aim to encourage people to connect with and embrace their emotions. It sends the message that all feelings, both positive and negative, are valid and deserving of acceptance. Each NFT in the collection features special attributes, with six characters representing joy, sadness, fear, anger, love, and a special character that combines all five emotions. In a wonderful show of support for mental health, the special character will be auctioned on World Mental Health Day, with all proceeds going to the Youth Aware of Mental Health (YAM) organization. Customers can access the collection through an exclusive allowlist, with 500 spots reserved for those who purchase a one-of-a-kind phygital T-shirt. The T-shirts will contain a QR code that leads users to a Snapchat Lens, creating an augmented reality effect. The remaining 500 allowlist spots will be distributed to existing holders of Imaginary Ones’ genesis NFT collection and through various activities on Imaginary Ones’ Twitter and Discord platforms. This partnership with Imaginary Ones is just the beginning for Hugo Boss, as the brand seeks to strengthen the collaboration and offer exclusive metaverse experiences to NFT collection holders.
The second collaboration that Hugo Boss’s Hugo brand has taken on is with the iconic denim brand, Replay. Together, they have created a new autumn collection that seamlessly blends the classic styles of Replay with the trendy and wearable pieces of Hugo. Each item in the collection proudly displays a signature red label that features the logos of both Hugo and Replay, making it clear that this collaboration is a true partnership between two fashion powerhouses. The collection itself includes a wide range of pieces, including jeans, jackets, shirts, tees, and hoodies, all made from certified organic cotton fabrics. This collaboration not only brings together the best of both brands but also reflects their shared commitment to sustainability and ethical fashion practices.
To amplify the collaboration with Replay, Hugo has launched a social-first campaign featuring popular TikTok creators, Oluwanifewa Agunbiade, Louis Powell, and Isla Loba. These creators showcase how they incorporate the new collection into their daily outfits, adding their personal accessories and styling touches to truly reflect their unique personalities. As part of the campaign, TikTok has introduced a branded ‘Replay Your Day’ rewind effect that allows creators to produce dynamic and immersive content as they switch up their looks from day to night. To further engage with the TikTok community, there is a #HUGOReplay hashtag challenge that offers exclusive effects, graphics, and audio assets related to the collaboration. By leveraging the power of TikTok and its creators, Hugo is able to reach a wider audience and connect with younger consumers who are highly engaged on the platform.
These collaborations demonstrate Hugo Boss’s commitment to innovation and its determination to stay ahead of the curve in the ever-evolving fashion industry. By partnering with Imaginary Ones for a metaverse experience and teaming up with Replay for a new collection, Hugo is able to offer its customers unique and exciting experiences that go beyond traditional fashion offerings. The brand continues to seek new ways to connect with its audience and provide value to its loyal supporters. With its focus on embracing new technologies and fostering collaborations, the future looks incredibly bright for Hugo as it shapes the fashion landscape.
Useful links:
– [Hugo Boss’s official website](https://www.hugoboss.com/)
– [Imaginary Ones’ website](https://imaginaryones.com/)
