Tommy Hilfiger announced on Monday that the company will participate in the inaugural Decentraland Metaverse Fashion Week, which will take place from March 24th to March 27th, 2022. The American fashion design firm claimed it will present its Spring 2022 collections during Metaverse Fashion Week and provide consumers with a “digital shopping platform” including Tommy Hilfiger-crafted NFTs.
Tommy Hilfiger, an American fashion designer, is ‘inspired by the power of digital technology.’
Decentraland, the virtual blockchain metaverse, announced at the end of February that the project’s first Metaverse Fashion Week (MFW) would take place this year. Dolce & Gabbana, Selfridges, Jacob & Co, Franck Muller, Garrett Leight, Cavalli, and The Fabricant will all make appearances, according to Decentraland. At the time, it was also announced that Tommy Hilfiger, an American fashion design firm, will be in attendance. Tommy Hilfiger stated on March 21 that his participation in the Decentraland MFW symbolizes the “brand’s commitment to digital innovation and exploring new consumer channels.”
Tommy Hilfiger also announced a collaboration with Boson Portal, a metaverse marketplace that provides a “virtual lifestyle and cultural playground in Decentraland.” A Tommy Hilfiger store will be located within Boson Portal, according to the statement made on Monday. The items from the Tommy Hilfiger store are purchased as non-fungible token (NFT) assets, which may be redeemed for “real objects delivered straight to the clients’ door” by their owners.
As Boson Portal explains, “Consumers can teleport their avatars to the virtual store and browse a chosen range of limited-edition products from the Spring 2022 Tommy Hilfiger line.” “Visitors will see floating 3D representations of famous styles, including the men’s varsity jacket, the women’s madras shirt, and a unisex hoodie with the distinctive Tommy Hilfiger logo.”
What Tommy Hilfiger has to say
Tommy Hilfiger, the firm’s American fashion designer, and creator remarked that when he founded the company, he never imagined that fashion events could be conducted digitally. “I never anticipated I’d see a moment when fashion weeks would be staged in a 3D, totally virtual environment when I established my namesake brand in 1985.” Hilfiger continued:
” I’m fascinated by the power of digital technology and the potential it gives to engage with communities in intriguing, relevant ways as we continue to explore the metaverse and all it has to offer.”
According to Banon, the company is excited to partner with the legendary fashion house, adding that the move comes at a “pivotal moment that will build the cornerstone of the future within the fashion and technology industries.” The release also mentions that Tommy Hilfiger-branded Decentraland wearables will be available on the Decentraland marketplace, in addition to the Boson Protocol metaverse marketplace.