The presentation of the new collection will be broadcast live for Roblox users.
Tommy Hilfiger plans to present a new collection of clothes simultaneously in physical and digital spaces in the best traditions of phygital.
For the first time in three years, Hilfiger will be showing at New York Fashion Week, presenting its latest "See Now, Buy Now" collection. The screening is scheduled for September 11 at Skyline Drive-In in Brooklyn.
At the same time, the company announced that the broadcast in honor of the presentation of the new collection will take place live for Roblox users. Hilfiger promises to introduce branded avatars that will walk around a virtual New York in the metaverse.
For Hilfiger, such an action will be a kind of departure from the classic strategy and connection with the progressive multi-million audience in the Web3 environment.
“New York is where fashion, art, music and entertainment was all coming together when I first started out in the industry. And today, it is still this approach that inspires me to engage with the cutting-edge communities building new creative experiences,” commented Tommy Hilfiger.
The new collection of the brand called "See Now, Buy Now" will combine the principles of lo-fi and hi-tech and refer to the home of the fashion house - New York. According to Hilfiger, the pieces created are a collision of the designer's favorite archival memories with "new live event concepts and virtual worlds."
Tommy Hilfiger started working with Roblox back in 2021. As part of the new collaboration, the brand plans to include exclusive digital products in the collection, which will be available for purchase online along with physical goods.