American fashion brand Tommy Hilfiger is returning to New York Fashion Week after a three-year hiatus this fall with a runway event that ties together a real-life catwalk with the metaverse.
The IRL event is scheduled for September 11th at the Skyline Drive-In in Brooklyn but will also be live streamed via 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 decked out in Hilfiger’s Fall 2022 styles while taking over a “remixed virtual city of New York.”
To create the digital assets, Hilfiger partnered 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 include 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 select Tommy Hilfiger stores. The collection is said to draw on inspiration from New York’s creative scene.
This is not Tommy Hilfiger’s first-time showcasing apparel in a fashion week in the metaverse. The brand also participated in Metaverse Fashion Week in Decentraland in March.
Fashion Is Hot In the Metaverse
Tommy Hilfiger is clearly bullish on Web3, NFTs, and the metaverse, but it’s far from the only fashion brand in the game. At Rarity Sniper, we’ve reported on several fashion brands investing in Web3 products and services this year.
Listed below are some of the most interesting headlines from Rarity Sniper about Web3 and fashion:
- Dior Premieres 2022 Men’s Fashion on Baidu Metaverse
- Gucci & SuperRare Team Up for NFT Art Gallery
- Lacoste Launches “UNDW3” NFT Community
- Luxury Brand Prada to Drop NFTs Linked to Clothes
- Gap Partners with Roblox for Metaverse Experience
- Louis Vuitton to Release New NFT Collection
Because the metaverse lets fashion brands showcase new styles to a global audience, as well as sell virtual clothing and accessories in the form of NFTs, it’s opening up new avenues for brands to experiment in the space. We’ll have to wait and see if the collection from Tommy Hilfiger will be as novel as it claims to be, but it’s certainly in line with the new Web3 trend emerging in the fashion industry.