Tommy Hilfiger Will Host a Fashion Show in the Metaverse of Roblox.
Tommy Hilfiger will present “See Now, Buy Now” collection in Brooklyn while live streaming into the metaverse.
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With a new “phygital” fashion show, Tommy Hilfiger is set to make a comeback to New York Fashion Week with its “See Now, Buy Now” collection after three years.
On September 11, the American apparel brand’s real-life Autumn 2022 presentation will be held at the Skyline Drive-In in Brooklyn and streamed to Roblox users — where avatars wearing the collection will explore the metaverse platform’s virtual New York City. Over 50 million people visit the metaverse platform every day.
The new retail approach diverges from Tommy Hilfiger’s traditional patterns by linking the old brand’s audience to a new, more realistic Web3 context.
“[New York] is where fashion, art, music, and entertainment was all coming together when I first started out in the industry. And today, it is still this approach that inspires me to engage with the cutting-edge communities building new creative experiences,” said Tommy Hilfiger in a statement to Hypebeast.
The new collection from the brand combines low-fi and high-tech with a nod to the company’s origin in New York. “This season is all about the collision of my favorite archival inspirations with new live event concepts and virtual worlds,” Hilfiger said.
As we previously stated, the collaboration between Tommy Hilfiger and Roblox began in 2021. The collection will include unique digital-only goods for online consumers to purchase together with the existing tangible pieces. It has recently achieved success through TOMMY PLAY, an online space for the brand’s community to game, interact and imagine.
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