Fast fashion retailer boohoo is pushing to make the metaverse more female-friendly and affordable with a second range of NFT avatar outfits, this time created by four leading female NFT artists. The company is hoping to repeat the success of its first NFT range, which sold out in under three hours and crashed its site.
The four artists – Amy Kilner, Reem El, Aoife O’Dwyer and Shar.eth – have 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 which represent the diversity of their community.
boohoo initially 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 website to crash.
Signing up to the ‘boohooverse’ doesn’t just get you a natty avatar and outfits; the fashion company has striven to add value to purchases for its customers, making the metaverse more appealing and better value for ordinary people.
The newest avatar collection comes with a series of utilities for all users, including access to future metaverse projects, access to a gated discord community and access to boohooverse events
boohoo is also giving away fun prizes to randomly selected avatar holders, including the chance to win a £1000 travel voucher, three lots of £500 in cash and a range of vouchers and discounts.
Sam Helligso, head of brand) at boohoo, comments: “We’re so excited to be able to champion female representation once again in the Metaverse. 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 adds: “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.”
Beyond empowering female NFT artists, part of boohoo’s commitment was to make the purchase process as easy as possible to help onboard more members. “Helping brands onboard their audiences into web3 requires trust-building and simplicity,” says Alessio Esposito, Co-Founder of GMGN Labs. “boohoo’s brand provides trust, and the use of recognised payment methods like debit/credit cards at mint allow users to buy the NFT simply using an email address and fiat currency. This avoids the need to set up complicated web3 wallets and purchase crypto.”