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Tommy Hilfiger Returning to NYFW with a "Phygital" Show

The show will take place in Brooklyn and in the Roblox metaverse

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One of the most exciting aspects of the integration of web3 technology into high fashion is the way that it democratizes previously exclusive events. Fashion weeks, historically, have been categorized by their exclusivity. Metaverse tech is expanding the reach of fashion, and one of the biggest champions of the technology's potential in the field is Tommy Hilfiger. Earlier this month, Hilfiger announced his return to NYFW for the first time in three years with his “See Now, Buy Now” phygital presentation, which will take place in Brooklyn and digitally through Roblox's metaverse.

Tommy Hilfiger and the Metaverse

Hilfiger and Roblox had previously collaborated in late 2021 on a 30-piece digital fashion collection wearable within the metaverse. He also participated in the Decentraland-hosted Metaverse fashion week earlier this year.

“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,” said Hilfiger back in March, speaking on Metaverse Fashion Week. “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.”

The "See Now, Buy Now" Collection

Hilfiger's return to NYFW will take place on September 11 at the Skyline Drive-In in Brooklyn, with a simultaneous livestream through Roblox, which will feature digital avatars draped in the collection parading through a virtual New York City.

Many people in contemporary fashion have started to speak on the limitations and pressure produced by the traditional calendar structure. Opportunities like digital fashion weeks and other means of breaking the traditional mold of high fashion are opening up a world of creative possibility for storied designers like Hilfiger and fledgling designers getting their footing in an evolving landscape.

To hear more about the world of phygital fashion, check out our recent piece on CULT&RAIN, a fashion house designing clothes at the intersection of the physical and digital.

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