Tommy Hilfiger presents new metaverse show

Tommy Hilfiger is planning to return to New York Fashion Week for the first time in three years with its “See Now, Buy Now” collection. This will be Tommy Hilfiger’s debut appearance at New York Fashion Week with its new “phygital” fashion presentation.

The physical presentation of the Autumn 2022 collection by the American clothing brand will take place on September 11 at the Skyline Drive-In in Brooklyn. The event will also be live streamed to users of the gaming platform Roblox, where avatars dressed in the collection will walk through the virtual version of New York City. At this time, the metaverse platform is playing host to a global community consisting of more than 50 million users every day.

The new retail concept puts a spin on Tommy Hilfiger’s customary practices by linking the audience of the legacy brand to a brand-new, immersive Web3 setting

“When I initially began out in the industry, New York was the place where fashion, art, music, and entertainment were all converging into one cohesive whole. In a statement sent to Hypebeast, Tommy Hilfiger said, “And even now, it is still this attitude that encourages me to engage with the cutting-edge groups generating new creative experiences.”

The latest collection from the brand fuses elements of lo-fi and hi-tech, drawing inspiration from the city that the brand was founded in, New York. “This season is all about the collision of my greatest archive influences with new live event concepts and virtual worlds,” Hilfiger continued. “This season is all about the collision of my favorite archival inspirations.”

In 2021, as part of an expansion of Tommy Hilfiger’s existing connection with Roblox, the company intends to launch a collection that, in addition to the tangible pieces that are typically sold, will also sell exclusive digital products that can only be purchased through the company’s website. It recently achieved success with Roblox by utilizing TOMMY PLAY, which is an online environment for the community of the brand to play games, communicate with one another, and imagine.


Image credits: Shutterstock, CC images, Midjourney, Unsplash.