With a new “phygital” fashion show, Tommy Hilfiger is set to return to New York Fashion Week for the first time in three years with his “See Now, Buy Now” collection.
The American clothing brand’s physical Autumn 2022 show will take place on September 11 at the Skyline Drive-In in Brooklyn, and will also be live streamed to Roblox users — where avatars wearing the collection will walk through the metaverse platform’s virtual New York City. The metaverse platform currently plays host to a global community of over 50 million daily users.
The new retail concept takes a twist on Tommy Hilfiger’s traditional habits by connecting the legacy brand’s audience to a new, immersive Web3 environment.
“[New York] is where fashion, art, music and entertainment were all coming together when I first started out in the industry. And today, it is still this approach that inspires me to engage with the cutting-edge communities building new creative experiences,” said Tommy Hilfiger in a statement to Hypebeast.
The brand’s new line combines lo-fi and hi-tech with inspiration from the brand’s birthplace of New York. “This season is all about the collision of my favorite archival inspirations with new live event concepts and virtual worlds,” Hilfiger added.
Expanding off Tommy Hilfiger’s established partnership with Roblox in 2021, the collection plans to include exclusive digital-only products for its web-based fans to purchase alongside the usual tangible pieces. It experienced recent success through Roblox TOMMY PLAYthe online space for the brand’s community to play, interact, and imagine.
Designer brands to similarly partner with Roblox’s platform include Burberry, Gucci, and Ralph Lauren.
In other news, Highstreet x 8-Bit transform major retailers into metaverse entryways.
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