American designer lifestyle brand Tommy Hilfiger has announced it will join the first-ever Decentraland Metaverse Fashion Week happening this week. The leading lifestyle brand will showcase its Spring 2022 collections during Fashion week. Besides, it will also offer a “digital retail platform” where users can shop Tommy Hilfiger’s NFTs.
“When I founded my namesake brand in 1985, I never imagined I’d see a time when fashion weeks would be held in a 3D, fully virtual world,” Tommy Hilfiger told WWD. “As we further explore the metaverse and all it has to offer, I’m inspired by the power of digital technology and the opportunities it presents to engage with communities in fascinating, relevant ways.”
Tommy Hilfiger, Franck Muller, D&G and others to join Metaverse Fashion Week
Tommy Hilfiger will be joining over 50 veteran and digital fashion brands during the Metaverse Fashion Week. The fashion brands include Dolce & Gabbana, Franck Muller, DressX, Roberto Cavalli, and more. Accessory brands like Coach, Axel Arigato, Ester Manas, Wandler, Osoi, and others will also join the event. The participating brands will display their collections as well as host panels, runway shows, concerts, after-parties, and much more during the highly-anticipated event.
Reportedly, Tommy Hilfiger has partnered with Boson Portal, a metaverse marketplace located in Decentraland. Basically, it’s a Fashion District not unlike Paris’s legendary Avenue Montaigne. Here, brands can virtually sell both their digital and physical items via NFTs. Tommy Hilfiger’s own digital store too will be located within Boson Portal.
“Consumers can teleport their avatar to the virtual store and shop a select range of limited-edition products from the Spring 2022 Tommy Hilfiger collection,” Boson Portal noted. “Visitors will encounter floating 3D renders of signature styles, including the varsity jacket for men, the madras shirt for women and a unisex hoodie featuring the iconic Tommy Hilfiger logo.”
Here’s the interesting bit—once you purchase items from the Tommy Hilfiger store as NFTs, you can later redeem them for physical products.
Some of the products include:
- Prep Crest Logo Hoody
- Butterfly Denim Halter Mini Dress
- Prep Crest Madras Check Seersucker Shirt
- Prep Crest Varsity Jacket
Actually, this is not Tommy Hilfiger’s first stint with the metaverse. In 2020, the brand launched “Tommy Island” in Animal Crossing. Then, last year, they partnered with the game, Roblox to release ‘Tommy x Roblox Creators collection’.
About the Metaverse Fashion Week
The Decentraland Metaverse Fashion Week will take place between 24 March and 27 March. Visitors and brands alike will have a chance to experience digital fashion like never before! Digital couture brand, Auroboros will present the finale show. It will also auction its NFT collection titled, ‘Biomimicry’.
To attend the Metaverse Fashion Week, all you have to do is sign up on the Decentraland metaverse. While attendance to the event is free, you’ll need an Ethereum wallet and some crypto to buy items.