American-based premium design firm Tommy Hilfiger, will participate in the opening of Metaverse Fashion Week on Decentraland, scheduled from 24 to 27 March.
As a participant, the brand will set up a virtual display of its Spring 2022 collection along with the digital retail platform, where people can actually buy NFTs for their Avatars or order physical items directly from the metaverse.
To bring the virtual shopping experience into the metaverse, Hilfiger joined hands with Boson Protocol. The protocol is a commerce settlement layer for web 3 projects that allows other businesses to exchange 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.”
Over 50 luxurious and exclusive brands will participate in the Metaverse Fashion Week on Decentraland, showcasing new collections and hosting virtual presentations, discussions, concerts, after-parties, and film installations.
On the Decentraland, a luxurious shopping area named “Boson Portal-Fashion District” has been created, where brands can sell their digital and physical items through NFTs.
Tommy Hilfiger will also showcase their collection in the Boson Portal, where users can shop and explore limited-edition products from the spring 2022 collections in the virtual store.
Metaverse visitors will find floating 3D renders of signature styles, including the varsity jacket for men, the madras shirt for women, and a unisex hoodie featuring the Hilfiger logo.
Consumers will be able to buy these items as NFTs, which they can redeem and get delivered at home. Apart from the store, they can also do virtual shopping through the Decentraland marketplace.