Tommy Hilfiger to join Decentraland's Metaverse Fashion Week

American-based premium design brand Tommy Hilfiger has announced on Monday that it is joining the first Decentraland Metaverse Fashion Week from 24 to 27 March 2022. 

The brand is going to set up a virtual display of its Spring 2022 collection and provide consumers with a "digital retail platform" featuring Tommy Hilfiger-crafted NFTs. With the digital retail platform, consumers can buy wearable NFTs for their avatars and/or order physical items directly from the metaverse.

On 21 March, Tommy Hilfiger stated that joining the Metaverse Fashion Week in Decentraland represents the "brand's focus on digital innovation and exploring new consumer channels."

In order to bring the virtual shopping experience into the metaverse, Tommy Hilfiger partners with Boson Protocol. The Boson Protocol is a commerce settlement layer for web 3 projects which enables businesses to exchange digital assets for physical products, experiences, and services. With the protocol, users can purchase NFT assets from the Tommy Hilfiger virtual store and redeem them 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," explained Boson Protocol. 

Tommy Hilfiger, the American fashion designer and founder of the company, stated that when he first started the company, he never thought that fashion events could be hosted in a virtual world. "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."

He added, "As we further explore the metaverse and all it has to offer, I'm inspired by the power of digital technology and the opportunities it presents to engage with communities in fascinating, relevant ways."

SOURCE: Bitcoin.com