This week, Tommy Hilfiger announced its participation in the Metaverse Fashion Week hosted by Decentraland, the world’s first user-owned virtual world, from March 24 to March 28, 2022. During this virtual event, the brand will showcase its Spring 2022 collections and host a digital retail platform where consumers can shop NFTs for their avatars or purchase physical items from within the Metaverse. This virtual shopping experience will be brought to life in partnership 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.”

The TOMMY HILFIGER store is located within Boson Portal allows fans to experience the brand's classic American cool style in an exciting new way. Consumers can teleport their avatar to the virtual store and shop a select range of limited-edition products from the Spring 2022 TOMMY HILFIGER collection. Visitors will encounter floating 3D renders of signature styles, including the varsity jacket for men, the madras shirt for women, and a unisex hoodie featuring the iconic TOMMY HILFIGER logo. The items can be purchased as NFTs, which are redeemable for physical products delivered straight to the customers’ door. TOMMY HILFIGER Decentraland Wearables will also be available for purchase in the store through the Decentraland marketplace.

TOMMY HILFIGER’s participation in Decentraland’s Metaverse Fashion Week strengthens its commitment to remain on the pulse of innovation. It follows the 2020 launch of “Tommy Island” in Animal Crossing, a strategic Roblox partnership in 2021, and the 2022 launch of Team Tommy, a community-led initiative to recognize the gaming world. Building on this, the brand will continue to provide unexpected experiences that engage fans in both the physical and digital world, while exploring fresh new ways to share its all-American heritage and spirit through the metaverse.

Similar to traditional global fashion weeks, the Metaverse Fashion Week will invite more than 50 luxury and digital brands to showcase new collections and host presentations, discussions, concerts, after- parties, and film installations — albeit virtually. A luxury shopping area called the “Boson Portal - Fashion District” has been designed in likeness to Paris’s iconic Avenue Montaigne, where brands can virtually sell both digital and physical items through NFTs.