American fashion brand Tommy Hilfiger is returning to New York Fashion Week after a three-year break this fall with a runway event that ties together a real-life catwalk with the metaverse.
The IRL event is organized for September 11th at the Skyline Drive-In in Brooklyn but will also be live streamed through Roblox to its community of over 50 million daily users. At the event, Hilfiger will be featuring its latest “See Now, Buy Now” collection, and avatars in the metaverse will be decorated out in Hilfiger’s Fall 2022 styles while taking over a “remixed virtual city of New York.”
To make the digital assets, Hilfiger teamed up with eight user-generated content designers from Roblox to re-create virtual fashion items in 2D and 3D. The fashion collection will be available to purchase globally and comprises digital products exclusive to Roblox.
The Fashion Week experience will also continue after the event in cities around the world through multi-media brand activations from preferred Tommy Hilfiger stores. The collection is said to draw on motivation from New York’s creative scene.
This is not Tommy Hilfiger’s first-time showcasing attire in a fashion week in the metaverse. In March, the brand also partook in Metaverse Fashion Week in Decentraland.
Fashion is trending In the Metaverse
Tommy Hilfiger is clearly optimistic on Web3, NFTs, and the metaverse, but it’s far from the only fashion brand in the game. NFTHi has been continuously following the fashion brands and has reported on several fashion brands investing in Web3 products and services this year.
Here are some of the most interesting headlines about Web3 and fashion:
- Gucci & SuperRare reveal NFT Art Gallery
- Luxury Brand Prada to Drop NFTs connected to Clothes
- Gap Partners with Roblox to offer Metaverse Experience
Because the metaverse allows fashion brands to showcase new styles to an international audience, as well as sell virtual clothing and accessories in the form of NFTs, it’s unlocking new routes for brands to experiment in the NFT space. Time will suggest if the collection from Tommy Hilfiger will be as novel as it proclaims to be, but it’s surely in line with the new Web3 trend appearing in the fashion industry.
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