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.

At the end of February, Decentraland, the virtual blockchain metaverse, announced the project’s first Metaverse Fashion Week (MFW) would take place this year. Additionally, Decentraland mentioned that visitors would see appearances by Dolce & Gabbana, Selfridges, Jacob & Co, Franck Muller, Garrett Leight, Cavalli, and The Fabricant. It was also noted at the time that the American fashion design firm Tommy Hilfiger would be in attendance. On March 21, Tommy Hilfiger explained that joining the 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 to the virtual store and shop a select range of limited-edition products from the Spring 2022 Tommy Hilfiger collection,” Boson Portal details. “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.”

It’s not the first time Tommy Hilfiger has dabbled in metaverse ideas as the company experimented with the software provider Obsess two years ago and introduced a Tommy Hilfiger virtual store. Image via trendhunter.com published on November 20, 2020.

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:

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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