Tommy Hilfiger to Showcase Spring 2022 Collections and NFT Wearables at Decentraland’s Metaverse Fashion Week

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On Monday, Tommy Hilfiger has announced the company is joining the inaugural Decentraland Metaverse Fashion Week from March 24th to March 27th, 2022. During the Metaverse Fashion Week, the American fashion design firm said it will showcase its Spring 2022 collections and provide consumers with a “digital retail platform” that features Tommy Hilfiger-crafted NFTs.

American fashion designer Tommy Hilfiger is “inspired by the power of digital technology”

At the end of February, Decentraland, the virtual blockchain metaverse, announced that the project’s first Metaverse Fashion Week (MFW) would take place this year. Additionally, Decentraland mentioned that visitors will see appearances from Dolce & Gabbana, Selfridges, Jacob & Co, Franck Muller, Garrett Leight, Cavalli and The Manufacturer. It was also noted at the time that American fashion design firm Tommy Hilfiger would be in attendance. On March 21, Tommy Hilfiger explained that joining Decentraland MFW represents “the brand’s focus on digital innovation and exploring new consumer channels.”

Tommy Hilfiger further detailed that it partnered with Boson Portal, a metaverse marketplace that offers a “virtual lifestyle and cultural playground located in Decentraland.” The announcement on Monday notes that a Tommy Hilfiger store will be located within Boson Portal. Interestingly, the items from the Tommy Hilfiger store are purchased as non-fungible token (NFT) assets, but owners can redeem the NFTs for “physical products delivered straight to the customers’ door.”

“Consumers can teleport their avatar into the virtual store and purchase a selection of limited-edition products from the Spring 2022 Tommy Hilfiger collection,” details Boson Portal. “Visitors will experience floating 3D renderings of iconic styles including the men’s varsity jacket, women’s madras shirt and a unisex hoodie emblazoned with the iconic Tommy Hilfiger logo.”

The American fashion designer and the founder of the company, Tommy Hilfiger, explained that when he created his company he never thought that fashion events could be hosted virtually. “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,” Tommy Hilfiger said in a statement sent to Bitcoin.com News. Hilfiger added:

As we further explore the metaverse and all it has to offer, I am inspired by the power of digital technology and the opportunities it provides for engaging with communities in fascinating and relevant ways.

The co-founder of Boson Protocol, Justin Banon, said his firm looks forward to working with the iconic fashion brand and Banon believes the move is during a “pivotal moment that will form the bedrock of the future within the fashion and technology industries.” In addition to the Boson Protocol metaverse marketplace, the announcement further notes that Tommy Hilfiger-brand Decentraland wearables will be able to be obtained via the Decentraland marketplace as well.

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