Baptized “Embrace Your Emotions”, the new series of digital pieces from one of the two brands of the Hugo Boss group intends to boost the establishment of the house in Web3.
1,001 animated NFTs by HUGO.
While an average of 51% of French luxury players are in the testing phase or planning to launch NFTs by 2025, houses are constantly strengthening their presence in this market. After the latest Gucci NFTs, the Hermès trademark registration on Web3 or even the Kenzo pop-up store POAPs, HUGO is the latest brand to enter this niche.
At the heart of the project? 1,001 NFTs in the form of 3D animation will be offered to the public at the beginning of November. If one of the pieces will be auctioned, 500 NFTs will be awarded to customers who buy a t-shirt containing a QR code linked to an AR Snapchat filter. The other 500 non-fungible tokens will be reserved for owners of the “Genesis” NFT collection launched by the company Imaginary Ones, a partner in the initiative. Note that all holders of “Embrace Your Emotions” NFTs will also receive a golden ticket with a 10% reduction voucher to be redeemed on the HUGO site.
NFTs focused on emotional and mental health.
To affirm its values and its brand storytelling, these NFTs will focus on a topic that could not be more current. Indeed, digital coins will carry a acceptance message of oneself, of well-being and of taking into consideration all of one’s feelings, positive or negative. To materialize this subject, six NFTs will include “special attributes”, as indicated by the brand. These creations thus intend to represent daily emotionsnamely joy, sadness, fear, anger and love.
An ultimate NFT will bring together all of these feelings and will be auctioned off as part of World Health Day. Mental Health, on October 10. The profits from the sale will be donated to the Youth Aware of Mental Health program, which aims to raise awareness among young people aged 13 to 17 about this problem. An age niche that corresponds to the target of the HUGO label which, like its colleague BOSS, has begun a strategic repositioning combining the use of TikTok and a new brand identity.