Dive Brief:
- For the second annual Metaverse Fashion Week, Tommy Hilfiger debuted a multi-metaverse hub, powered by Emperia, across various virtual platforms. The virtual experience includes participation from DressX, ReadyPlayerMe, Spatial, Roblox and Decentraland, according to a release emailed to Retail Dive.
- Tommy Hilfiger introduced both digital and real-life clothing to the metaverse fashion event with pieces available for sale in both wearable forms. Attendees have the opportunity to either purchase clothing pieces to be shipped to their door, or they can wear the exact same piece in online game environments.
- The interoperability across platforms speaks to a bigger trend emerging from the metaverse concept. As different platforms and Web3 startups debut spaces, their ability to function together is currently being explored.
Dive Insight:
From Tuesday to Friday, Metaverse Fashion Week is set to take place on Decentraland for the second year in a row. Over 60 luxury fashion and digitally native brands are debuting wearable collections and online spaces, according to the site. This year’s theme is “Future Heritage,” described as “a challenge to connect the next generation of creators and traditional fashion designers, showing the potential of fashion to bridge realities and worlds.”
Tommy Hilfiger’s iconic “TH” monogram stands tall and in the center of all the virtual spaces. In the central landing space, users can access both the retailer’s website to shop directly or explore the other virtual commerce opportunities on the various metaverse platforms. This includes digital fashion pieces by DressX, a photobooth, AR features, a collaboration with Web3 artist Vinnie Hager and an AI fashion competition.
“Emperia is continuing to change the face of virtual retail, pushing the envelope and supporting retailers along their e-commerce transition journey,” Emperia co-founder and CEO Olga Dogadkina said in a press release. “Our work with Tommy Hilfiger and the PVH group signals the industry’s movement towards collaboration, with the idea of leveraging each technology vendor’s own unique traits and capabilities.”
For Metaverse Fashion Week, Tommy Hilfiger is offering four exclusive items in both digital and physical forms. The varsity jacket is available for real-life wear through Tommy Hilfiger’s e-commerce space, which is linked and accessible through the Emperia multi-metaverse hub. Digitally, the jacket can be worn on the Ready Player Me avatar creator platform and in different game environments, with the wearable provided by DressX.
As the metaverse grows in popularity, platforms like Emperia are emerging to create virtual spaces. Emperia recently partnered with luxury Japanese beauty brand Tatcha to create its virtual store promoting a body care collection. The platform developer has worked with Lacoste, Bloomingdale’s and more.
