Tommy Hilfiger's NYFW Show Will Be Simultaneously Digitized On Roblox

Tommy Hilfiger’s NYFW Show Will Be Simultaneously Digitized On Roblox

Fashion Week will soon invade the metaverse as well as New York. Tommy Hilfiger plans to perform a physical show while simultaneously recreating the show on Roblox, with all tangible products displayed available for purchase immediately. The upcoming “see now, buy now” showcase marks the brand’s first appearance at NYFW in three years.

“This season is all about colliding my favorite archival inspirations with new live event concepts and virtual worlds,” Tommy Hilfiger said in a statement. “It’s the perfect expression of what we stand for as we pay homage to our roots with a return to NYFW.”

How it works – As models showcase the brand’s Fall 2022 offerings on 9/11 – walking an actual runway at Skyline Drive-In in Brooklyn – Roblox the avatars will recreate the scene wearing the same (albeit digital) pieces while walking around a virtual version of New York. Users of the gaming platform will be able to purchase digital exclusives related to the show, although details of those coins have yet to be announced.

A preview of Tommy Hilfiger’s previous digital fashion collection with Roblox. Roblox

It’s likely that Tommy Hilfiger plans to release NFTs or avatar clothing Roblox, following in the footsteps of brands such as Gucci and Burberry. The label has already collaborated with Roblox himself, first collaborating with the platform in December 2021 to release a 30-piece digital fashion collection. Tommy Hilfiger then expanded the partnership in June with its community space Tommy Play.

The future of fashion — Virtual fashion shows are not necessarily new. In 2020, Balenciaga launched Afterworld: the era of tomorrowa “video game” that served as her fall 2021 show.

More often, however, brands are turning to community-driven digital worlds to showcase their offerings. Gucci Town, Nikeland and Jumpman Zone have all launched on one or the other Roblox Where fortnite, and all offer features like mini-games, virtual clothing, and chat rooms to encourage consumers to fully immerse themselves in brand spaces (and then spend money there).

Digital exclusives take this program further, enticing customers with unique avatar outfits or collectible NFTs that can often be exchanged for equally limited tangible merchandise. As the metaverse becomes a new front for retail, branded virtual worlds and digital drops will only grow in popularity, and we may soon be shopping and dressing exclusively online.


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