Tommy Hilfiger is making waves in fashion by unveiling a multi-metaverse hub at Decentraland Metaverse Fashion Week 2023. The new venture brings together major platforms such as Decentraland, Roblox, Spatial, DressX and Ready Player Me, forging a connection between fashion and the Metaverse.
DressX powered digital fashion extravaganza
Created by Empirethe state-of-the-art hub boasts a dizzying array of features: DressX digital fashion, an exclusive collaboration with Web3 artist Vinnie Hagar, including AR elements, a photo booth, gaming and also an AI fashion contest.
DressX is one digital fashion platform which allows users to buy, sell and style virtual clothes and accessories for their digital avatars or online personas. With a focus on sustainability and creativity, DressX offers an alternative to traditional fashion consumption.
The Hilfiger hub weaves a digital brand story around a striking ‘TH’ monolith. The aim is to bridge the gap between Tommy Hilfiger’s website and various metaverses, providing a unified shopping experience that showcases the brand’s identity while enticing new fashionistas into the digital space.
Emperia: Shattering Web3 boundaries
As a pioneer in the field, Emperia’s cross-metaverse aims to break the boundaries of Web3. They have developed an interoperability layer that connects Metaverse, e-commerce and entertainment. The company also tracks user behavior in the hub and provides valuable insights into engagement in metaverse experiences.
Exclusive items take center stage
Tommy Hilfiger’s digital hub highlights four exclusive items, headlined by the iconic Varsity jacket. Displayed in a variety of styles across all platforms, these items are available as physical products through Tommy’s eCommerce site or as digital items through DressX.
While the physical Varsity jacket can be gripped to Emperia’s hub, Ready Player Me offers a digital version for a variety of games and settings.
Shift of collaboration in industry
Emperia co-founder and CEO Olga Dogadkina highlights the company’s role in transforming virtual retail and pushing boundaries. She emphasizes that their partnership with Tommy Hilfiger and the PVH group is a sign of a collective shift within the industry.
“Emperia continues to change the face of virtual retail, pushing the boundaries and supporting retailers in their transition journey to e-commerce,” Dogadkina said in a press release. “Our work with Tommy Hilfiger and the PVH Group signals the industry’s move towards collaboration, with the idea of leveraging each technology provider’s own unique attributes and capabilities.”
