Tommy Hilfiger, the American fashion designer, announced on Monday that it will join the Decentraland Metaverse Fashion Week which takes place from March 24th to 27th, 2022. During the Metaverse Fashion Week, the American fashion design firm said it will showcase its Spring 2022 collections and provide consumers with a “digital retail platform” that features Tommy Hilfiger-crafted NFTs.
American Fashion Designer Tommy Hilfiger Is ‘Inspired by the Power of Digital Technology’
At the end of February, Decentraland, the virtual blockchain metaverse, announced the project’s first Metaverse Fashion Week (MFW) would take place this year. Additionally, Decentraland mentioned that visitors would see appearances by Dolce & Gabbana, Selfridges, Jacob & Co, Franck Muller, Garrett Leight, Cavalli, and The Fabricant. The American fashion designer Tommy Hilfiger was mentioned at the event. On March 21, Tommy Hilfiger explained that joining the Decentraland MFW represents the “brand’s focus on digital innovation and exploring new consumer channels.”
Tommy Hilfiger further detailed that it partnered with Boson Portal, a metaverse marketplace that offers a “virtual lifestyle and cultural playground located in Decentraland.” The announcement on Monday notes that a Tommy Hilfiger store will be located within Boson Portal. Interestingly, the items from the Tommy Hilfiger store are purchased as non-fungible token (NFT) assets, but owners can redeem the NFTs for “physical products delivered straight to the customers’ door.”
“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.”
Tommy Hilfiger (American fashion designer, founder of the company) explained that he didn’t know that virtual fashion shows could exist when he started his business. “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.
The co-founder of Boson Protocol, Justin Banon, said his firm looks forward to working with the iconic fashion brand and Banon believes the move is during a “pivotal moment that will form the bedrock of the future within the fashion and technology industries.” In addition to the Boson Protocol metaverse marketplace, the announcement further notes that Tommy Hilfiger-brand Decentraland wearables will be able to be obtained via the Decentraland marketplace as well.
What do you think about Tommy Hilfiger showcasing the company’s Spring 2022 collections and selling NFT wearables in Decentraland? Comment below and let us know how you feel about the subject.
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