Tommy Hilfiger to launch first-of-its-kind multi-metaverse hub

Tommy Hilfiger is taking a step towards interoperability with a multi-metaverse hub that will premiere during Metaverse Fashion Week. Bringing together key metaverse destinations Decentraland, Roblox, Spatial, DressX and Ready Player Me, from 28 to 31 March, Tommy Hilfiger will open a space within Decentraland that includes connections to all these other platforms. This will allow the brand to find out how users respond when they can access the same brand across different platforms.

The hub, structured to look like the brand’s TH monogram, is designed by virtual retail tech developer Emperia and includes a host of in-hub offerings. Consumers can find POAPs and other NFTs to collect, DressX-powered digital fashion, artwork from Web3 artist Vinnie Hager, AR virtual try-on offerings, a photobooth and an AI fashion creation competition (the winner of which will be selected by Tommy Hilfiger). From this monolith hub, users can also find gateways to the various metaverses to explore each, all while wearing a digital Tommy Hilfiger jacket.

Fusing brand identity and Tommy Hilfiger design codes into the experience was key, says Jemma Spiers-Ware, senior director 3D experience, digital product at parent company PVH. “Our two key symbols, the TH Monogram and Tommy Varsity Letterman Jacket, have become recognisable staples of Metaverse Fashion Week,” she says. Tommy Hilfiger’s red, white and blue brand colours feature throughout the different spaces.

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Tommy Hilfiger’s metaverse activity aligns with the brand’s forward-looking outlook, says Martijn Hagman, CEO of Tommy Hilfiger Global and PVH Europe — and the plan is to keep pushing forward in this space. “Tommy Hilfiger has always been a brand that brings people together through fashion, art, music and entertainment,” he says. “Today, Web3 and metaverse platforms are supercharging the brand’s ability to do that at an exciting scale. When you combine this with our public commitment to lead in inclusivity and environmental sustainability, you can clearly understand why we will keep pioneering in this space in the years to come.”

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