Love, Bonito has collaborated with visual artist Kristal Melson, also known as KrisonAutopilot, to create its very first NFT named "Tiger Bloom". Love, Bonito's spokesperson told MARKETING-INTERACTIVE that the artwork relates to the re-emergence of the self through the journey of becoming a mother. According to the brand, Melson conveys an image of the feminine and the fierce with particular reference to the tigress. This is very much in line with the Love, Bonito theme of "Journeying with Women" which showcases the brand accompanying Asian women through various stages of their life.
"The collaboration between Love, Bonito and Melsonwas a synergistic one as both the brand and artist saw eye to eye on values surrounding female empowerment and wanted to convey that," the spokesperson said. The Tiger Bloom NFT is now available for sale on OpenSea. Only 10 editions of the artwork will be available and a portion of the proceeds made from it will be donated to Playeum, an organisation dedicated to creating equal opportunities for children from marginalised families and with varying disabilities through play and the arts in Singapore.
Last October, Love, Bonito bagged US$50 million in Series C funding, led by global investment firm Primavera Capital Group. Adastria and Ondine Capital participated in the funding as well. Love, Bonito’s current investors include Openspace Ventures and Kakaku.com.
The fashion brand said previously that the funds will be used to bolster efforts in existing omnichannel markets such as Singapore, Indonesia and Malaysia. Its spokesperson also told MARKETING-INTERACTIVE then that it plans to expand its communities in omnichannel markets through its extended category offerings and community outreach, and by strengthening its loyalty program with more relevant brand partnerships and collaborations. It will also look to enhance its technology and data infrastructure to support its growth.
At the same time, Love, Bonito will supercharge international expansion in markets that collectively are experiencing triple digits year-on-year growth, such as Hong Kong, Japan, Philippines and the US. The brand also expanded into Hong Kong last year. Similarly, Gap was also another fashion brand that made its entry into the NFT scene this week by partnering with Frank Ape artist, Brandon Sines, to design its new NFTs.
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