• by Colin Kirkland , March 28, 2023

In preparation for Decentraland Metaverse Fashion Week 2023, Tommy Hilfiger and its owner PVH Corp. are announcing a collection of digital fashion, a Web3 artist collaboration with designer Vinnie Hager, AR features, a photo booth, virtual games and fashion competitions in what the company calls a “multi-metaverse hub.”

Powered by virtual store platform Emperia, Hilfiger’s Fashion Week experience will appear across all major metaverse platforms, including Decentraland, Roblox, Spatial, DressX and Ready Player Me.

The hub is designed to replicate the brand’s famous TH monogram. Visitors will be able to move between the retailer's website and various metaverses, providing an end-to-end shopping journey for consumers that Emperia says it can track across platforms, marking a level of inoperable engagement previously unable to quantify in the metaverse.

Inside the Hilfiger hub, visitors will also find various limited-edition DressX versions of the brand’s iconic varsity jacket that can be purchased in physical form or digital form, which users can then wear while partaking in various games and metaverse environments via connected portals to Roblox, Spatial, Sandbox, and Ready Player Me.

Hilfiger is trying to build on its success at last year's Metaverse Fashion Week, during which the varsity jacket was a popular purchase.

“This will be a new opportunity for users to travel the metaverse while wearing the Tommy Letterman Varsity Jacket at all times,” said Avery Baker, Tommy Hilfiger president and chief brand officer.

Tommy Hilfiger will also host an AI design competition in Decentraland. The winner's submission will be created by DressX as a digital fashion NFT, AR filter and wearable within the metaverse platform.

Decentraland's second annual Metaverse Fashion Week will take place March 28-31, featuring brands like Adidas, Coach, D-Cave, Diesel and Tommy Hilfiger. According to Glossy, the event has received updates such as credit card accessibility, cross-platform wearables, and accessible maps for locating various brand activations –– a feature lacking from last year's event.

Tommy Hilfiger was an early fashion brand to enter the metaverse. During New York Fashion Week last September, the brand hosted two shows simultaneously in person and in its branded Roblox world Tommy Play, inviting attendees to claim a free NFT. The brand also dropped NFTs alongside six other American designers with the Council of Fashion Designers of America in celebration of its 60th anniversary.