On Monday, Tommy Hilfiger said that the company will be at the first Decentraland Metaverse Fashion Week from March 24th to March 27th, 2022. During Metaverse Fashion Week, the American fashion design company said it would show off its Spring 2022 collections and give people a 'digital shopping platform' that would feature NFTs made by Tommy Hilfiger.
American Fashion Designer Tommy Hilfiger Is ‘Inspired by the Power of Digital Technology’
This year, Decentraland, the virtual blockchain metaverse, will have its first Metaverse Fashion Week (MFW). This will be the first time the project has done this. Also, Decentraland said that Dolce & Gabbana, Selfridges, Jacob & Co, Franck Muller, Garrett Leight, Cavalli, and The Fabricant would be there. It was also said at the time that Tommy Hilfiger, an American fashion design company, would be at the event, too. On March 21, Tommy Hilfiger said that joining the Decentraland MFW shows the brand's focus on digital innovation and new ways to reach customers.
Tommy Hilfiger also said that it worked with Boson Portal, a "metaverse marketplace" that has a "virtual lifestyle and cultural playground" in Decentraland. The store will be in Boson Portal, according to an announcement made on Monday. As an interesting side note, the items from the Tommy Hilfiger store can be bought with non-fungible tokens (NFTs). The NFTs can be exchanged for "physical products delivered straight to customers' doors."
“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 details. “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.”
It’s not the first time Tommy Hilfiger has dabbled in metaverse ideas as the company experimented with the software provider Obsess two years ago and introduced a Tommy Hilfiger virtual store. Image via trendhunter.com published on November 20, 2020.
The American fashion designer and the founder of the company, Tommy Hilfiger, explained that when he created his company he never thought that fashion events could be hosted virtually. “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 said in a statement sent to Bitcoin.com News. Hilfiger added:
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.
Justin Banon, one of the co-founders of Boson Protocol, said his company is excited to work with one of the world's most well-known fashion brands. Banon thinks this is a "pivotal moment" that will shape the future of both the fashion and technology industries. If you want to buy a Tommy Hilfiger-branded Decentraland wearable, you can buy them from a Decentraland marketplace as well.
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