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Following the success of its first free NFT drop, Boohoo has partnered with four female artists from the NFT community to create an “affordable and inclusive” avatar collection.
The fast fashion giant has teamed up with Amy Kilner, Reem El, Aoife O’Dwyer and Shar.eth on the initiative, which forms part of its commitment to drive female representation in the metaverse and make the digital world a more inclusive space.
The artists created 230 unique traits and features, with a range of these consisting of statement fashion pieces from boohoo’s product range. Using these traits, boohoo created a diverse generative collection of 30,000 avatars to represent the diversity of its customer base.
Boohoo first entered the metaverse by launching its free boohooverse access pass, the first in a series of NFTs created in collaboration with female artists and GMGN labs.
The card, which was designed by artist Amy Kilner, was claimed within 2.5 hours and drove huge spikes in website traffic, causing the site to crash.
READ MORE: boohoo partners with The Brain Coach for Mental Health Awareness week
The retailer said the new avatar collection will give users access to future metaverse projects, a gated discord community and boohooverse events.
In addition, holders will have the chance to win a £1,000 travel voucher, £500 in cash, £250 in Boohoo vouchers and 50% off for life. The winners will be announced within two weeks of the collection selling out.
“We’re so excited to be able to champion female representation once again in the Metaverse,” Boohoo head of brand Sam Helligso said.
“Our aim is to allow our customers to enter the NFT space effortlessly and affordably, while educating and supporting her throughout our voyage into the space.”
Remm El, one of the NFT artists added: “As a digital artist who’s new to the NFT space, working with boohoo has given me a very exciting opportunity to get established and gain experience on a generative NFT collection, which has helped open further opportunities for me.”
Whenever I see a reference to someone ‘dropping’ something, I assume it means they’ve cancelled it – because I speak English. If someone has released something, is it too much to ask that we say it’s been ‘released’ or ‘launched’?!
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