Continuing the brand’s focus on digital innovation and exploring new consumer channels, TOMMY HILFIGER will virtually present its Spring 2022 collection at the first-ever Metaverse Fashion Week.
Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], is pleased to announce its participation in the Metaverse Fashion Week hosted by Decentraland, the world’s first virtual world owned by its users, from March 24 to March 28, 2022. TOMMY HILFIGER will virtually showcase its Spring 2022 collections, plus host a digital retail platform where consumers can shop NFTs for their avatars or purchase physical items from within the Metaverse. This virtual shopping experience will be brought to life in partnership with Boson Protocol – The commerce settlement layer for Web3 enabling the seamless exchange of digital assets for physical products, services and experiences.
“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,” said Tommy Hilfiger. “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.”
Similar to traditional global fashion weeks, the Metaverse Fashion Week will invite more than 50 luxury and digital brands to showcase new collections and host presentations, discussions, concerts, after- parties, and film installations — albeit virtually. A luxury shopping area called the “Boson Portal – Fashion District” has been designed in likeness to Paris’s iconic Avenue Montaigne, where brands can virtually sell both digital and physical items through NFTs.
The TOMMY HILFIGER store is located within Boson Portal; the metaverse marketplace enabling Decentraland users to purchase physical items as NFTs powered by Boson Protocol technology. Allowing fans to experience the brand in an exciting new way while ensuring the classic American cool style at the heart of the TOMMY HILFIGER DNA remains consistent and unchanged. 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. 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. The items can be purchased as NFTs, which are redeemable for physical products delivered straight to the customers’ door. TOMMY HILFIGER Decentraland Wearables will also be purchasable in the store through the Decentraland marketplace.
TOMMY HILFIGER’s participation in Decentraland’s Metaverse Fashion Week strengthens its commitment to remain on the pulse of innovation. It follows the 2020 launch of “Tommy Island” in Animal Crossing, a strategic Roblox partnership in 2021, and the 2022 launch of Team Tommy, a community-led initiative to recognize the gaming world. Building on this, the brand will continue to provide unexpected experiences that engage fans in both the physical and digital world, while exploring fresh new ways to share its all-American heritage and spirit through the metaverse.
Friends and followers of the brands are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.
