Evolving its focus on digital innovation, Tommy Hilfiger is gearing up to virtually present its Spring 2022 collection at Metaverse Fashion Week hosted by Decentraland, from March 24 — 27 in addition to hosting a digital retail platform where consumers can shop NFTs for their avatars or purchase physical items. This virtual retail experience will be brought to life in collaboration with Boson Protocol — the commerce settlement layer for Web3 enabling the seamless exchange of digital assets for physical products, services and experiences.
“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,” said Tommy Hilfiger. “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.”
Tommy Hilfiger
The Tommy Hilfiger store is located within Boson Portal; the metaverse marketplace enabling Decentraland users to purchase physical items as NFTs powered by Boson Protocol technology. The team is carefully curating the experience so consumers can experience the brand in an exciting new way while ensuring the classic American cool style at the heart of its DNA remains intact. What’s more, consumers can teleport their avatar to the virtual store and shop from select limited-edition products from the Spring 2022 collection. This includes the varsity jacket for men, the madras shirt for women and a unisex hoodie featuring the iconic logo. The items can be purchased as NFTs, which can then be redeemed for physical products delivered straight to the customers’ door. Tommy Hilfiger Decentraland Wearables will also be up for purchase in the store through the Decentraland marketplace.
“Developing the underlying technology that will power the decentralized future of commerce is at the heart of what we do at Boson Protocol. We are proud to be working with the world renowned Tommy Hilfiger during such a pivotal moment that will form the bedrock of the future within the fashion and technology industries,” says Justin Banon, Co-Founder, Boson Protocol. “We look forward to advancing growth and innovation as brands continue to enter the Web3 space, further driving the industry forward.”
Tommy Hilfiger’s participation in Metaverse Fashion Week strengthens its commitment to remain on the pulse of innovation. This move follows last year’s launch of Team Tommy, a community-led initiative to recognize the gaming world. One thing is sure, the fashion brand will continue to provide interesting, relevant experiences that engage loyalists in the physical and digital worlds while exploring fresh ways to share its American heritage and spirit through the metaverse.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
