Tommy Hilfiger has confirmed its participation in the inaugural Metaverse Fashion Week (MVFW) hosted by Decentraland, which is set to take place this week from 24 to 27 March.
Similar to traditional global fashion weeks, the MVFW will feature more than 50 luxury and digital brands showcasing new collections and hosting presentations, discussions, concerts, after- parties, and film installations in a fully virtual format.
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.
Tommy Hilfiger will virtually showcase its Spring 2022 collections and host a digital retail platform where consumers can shop NFTs for their avatars or purchase physical items.
The event’s visitors can teleport their avatar to the American brand’s 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. The items can be purchased as NFTs, which are redeemable for physical products delivered straight to the customers’ door.
In a press release, Tommy Hilfiger said: “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. 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.”
Hilfiger added that the brand’s participation in Decentraland’s Metaverse Fashion Week further strengthens its commitment to remain on the pulse of innovation.
TheIndustry.fashion previously spoke with Esther Verhburg, Executive Vice President of Sustainable Business and Innovation at Tommy Hilfiger and PVH Europe.