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Why fashion brand Hugo is venturing into the metaverse with the launch of NFTs

Hugo x Imaginary Ones NFT character. (PHOTO: Hugo)
Hugo x Imaginary Ones NFT character. (PHOTO: Hugo)

Global fashion brand Hugo is collaborating with Web3.0 company, Imaginary Ones, on a holistic 360-degree metaverse experience. This partnership will propel the brand forward in its exploration of the metaverse as it will launch its first-ever NFT collection.

About 1,001 animations as part of the Hugo x Imaginary Ones NFT Collection entitled 'Embrace Your emotions' (EYE), was launched in November this year. This launch is the first of a line-up of projects to bring Hugo's brand experience together with the creativity and positivity of Imaginary Ones.

Intrigued, I asked Miah Sullivan, the Senior Vice President of Global Marketing & Brand Communications at Hugo why this brand is venturing into the virtual world and what strategies to attract Gen-Z shoppers.

A photo of Miah Sullivan, the Senior Vice President of Global Marketing & Brand Communications at Hugo.
A photo of Miah Sullivan, the Senior Vice President of Global Marketing & Brand Communications at Hugo.

Why is Hugo entering the NFT market, and how can the brand create something inclusive?

Miah Sullivan: Hugo is here to make magic in the metaverse by creating a virtual community of risk-takers and rule-breakers. There’s no right way, only your way. Inclusivity is one of the brand’s core values.

Through our NFT collection, we encourage everyone to connect with their emotions. All feelings—positive or negative—should be embraced, as the freedom to feel and express can significantly improve your mental health and overall well-being. This is the message of inclusivity that we want to share with our Web3 community.

This partnership with Imaginary Ones is not only a step forward in Hugo's metaverse journey as a digital fashion player: it also marks the launch of the brand’s first NFT collection. With this move, Hugo crosses yet another milestone following its global brand refresh earlier in 2022.

The collection is the first of many projects that will unite the Hugo experience with the creativity and positivity of Imaginary Ones.

Why's working with virtual influencers important for the brand?

As the future of digital marketing moves into the ever-growing virtual world, it’s important to work with a variety of relevant influencers across all platforms. Using virtual influencers is crucial to access relevant audiences who actively engage with new online spaces. For this collaboration, we were particularly keen to work with this type of influencer as their audience is largely virtual, and is interested in collecting NFTs.

A campaign shot of Hugo x Imaginary Ones. (PHOTO: Hugo)
A campaign shot of Hugo x Imaginary Ones. (PHOTO: Hugo)

When it comes to creating content outreach, is Hugo leaning on just influencers for storytelling?

We work with many influencers and creators who have both physical and virtual presence on social channels, from Instagram to TikTok to Discord. We’re always excited to collaborate with talents from the music, dance, and fashion industries who align with the Hugo values. Strategic collaborations with other brands—such as Imaginary Ones, Mr Bathing Ape, and Replay—also strengthen our positioning and reach our target audience.

As well as sharing content on social channels, it’s important for us to be present during key cultural moments. This year’s successful Hugo House format is an example of how we’re focused not only on storytelling but also on creating memorable brand experiences.

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What are some of your rebrand strategies in targeting Gen-Z consumers come this holiday season?

Hugo is all about celebrating the beauty in creativity and individuality. This festive season is when you can take celebrations to the next level, doing things on your own terms. The best way to really spread joy and express yourself? 'Hugo all out.'

In addition, we provide a platform for creators to recreate and celebrate the Hugo codes in their own way.

Shop some of these Hugo looks:

1. Hugo logo-print detail T-shirt

S$96 at Farfetch

Hugo logo-print detail T-shirt. (PHOTO: Farfetch)
Hugo logo-print detail T-shirt. (PHOTO: Farfetch)

2. Hugo Boss Men's Ribbed Crew Neck Regular Fit

S$49.51 at Amazon Singapore

A photo of a model in Hugo Boss Men's Ribbed Crew Neck Regular Fit,
A photo of a model in Hugo Boss Men's Ribbed Crew Neck Regular Fit,

3. Hugo chest logo-patch hoodie

S$140 at Farfetch

A photo of a model in Hugo hoodie.
A photo of a model in Hugo hoodie.
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Yahoo Shopping Southeast Asia