Tommy Hilfiger, the fashion powerhouse, has announced its entry into the metaverse with the launch of a multi-platform hub at the Decentraland Metaverse Fashion Week 2023. The initiative aims to bridge the gap between fashion and the metaverse by bringing together popular platforms like Roblox, Spatial, DressX, and Ready Player Me.
DressX, an innovative digital fashion platform, powers the state-of-the-art hub created by Emperia. The hub features a range of offerings, including digital fashion from DressX, an AI fashion contest, AR elements, gaming, and a photo booth. The collaboration with Web3 artist Vinnie Hagar also adds an exclusive touch to the offering.
Digital Fashion Takes Centre Stage
DressX is a unique platform that enables users to buy, sell, and style virtual clothing and accessories for their avatars or online personas. The platform emphasizes sustainability and creativity, providing a unique alternative to traditional fashion consumption.
Tommy Hilfiger’s metaverse hub revolves around an impressive TH monolith and tells a digital brand story aimed at bridging the gap between the brand’s website and various metaverses. The hub offers a unified shopping experience, showcasing the brand’s identity, and attracting new fashion enthusiasts to the digital space.
Breaking the Web3 Boundaries
Emperia, the creator of the hub, aims to break the boundaries of Web3 by developing an interoperability layer that links the metaverse, e-commerce, and entertainment. The company also tracks user behavior within the hub to gain insights into engagement across metaverse experiences.
Exclusive Items on Display
The Tommy Hilfiger digital hub highlights four exclusive items, including the iconic Varsity Jacket. These items are available as physical products through the brand’s e-commerce site or as digital items via DressX. Ready Player Me offers a digital version of the Varsity Jacket for various games and settings.
A Collaborative Shift in the Industry
Emperia’s Co-founder and CEO, Olga Dogadkina, believes that the company’s partnership with Tommy Hilfiger and the PVH group signals a shift towards collaboration in the industry. She emphasizes the importance of leveraging the unique capabilities of each technology vendor to drive innovation and transformation in virtual retail.
Tommy Hilfiger’s entry into the metaverse with the launch of a multi-platform hub is a significant move towards bridging the gap between fashion and the digital world. The partnership with DressX, Emperia, and other platforms demonstrates the potential of the metaverse to revolutionize traditional fashion consumption and create new opportunities for brands to engage with consumers.
