Tommy Hilfiger joins Metaverse Fashion Week on Decentraland

By Raffaele Redi

The firm opened an NFT store in the metaverse

Graphic impression of a department store, as The Luxury Fashion District - Decentraland                                 
The event includes a metaverse party hosting DJ Bob Sinclar – Photo: Decentraland
                                

Premium clothing brand Tommy Hilfiger has jumped on the metaverse bandwagon by joining Dolce & Gabbana and more than 50 luxury brands for Metaverse Fashion Week.

Hosted in Decentraland Luxury Fashion District, the event aims to bring the virtual shopping experience to life in partnership with the commerce settlement layer for Web3, Boson Protocol.

Tommy Hilfiger, which is owned by the NYSE-listed PVH Corp, will keep its virtual store open until Monday 28 March.

There, the brand will virtually showcase its Spring 2022 collections and host a digital retail platform. Consumers are able to get NFTs for their avatars or buy physical items as redeemable NFTs that are then delivered.

“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.”

The Luxury Fashion District

Put together by UNXD and the Decentraland Foundation, the Luxury Fashion District was inspired by Avenue Montaigne in Paris.

The space, presented by UNXD and Vogue Arabia, is hosting fashion houses, designers and some of the industry’s most iconic brands as they make their Web3 debut.

Those taking part include Dolce & Gabbana, Etro, Elie Saab, Imitation of Christ, DUNDAS, Nicholas Kirkwood in collaboration with White Rabbit, crypto and metaverse-themed watchmaker Franck Muller, FaithTribe, Chufy, Jacob & Co, Monnier Frères, Franck Muller, Gary McQueen, Mert Otsamo, Guo Pei and AUROBOROS.

Throughout the event there will be runway shows, after-parties – one of them hosting the popular DJ Bob Sinclar – immersive experiences, shopping and panel talks.

“We’ve sought to present fashion in every form possible, from runway shows to retail experiences, fashion presented as art, film, photography, and even fashion presented in ways that extend beyond the confines of reality as, in the metaverse, anything is possible,” said panel talk curator, David Cash.

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