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Tommy Hilfiger Brings ‘See Now, Buy Now’ Show to the Metaverse

After a three-year hiatus, Tommy Hilfiger will return to New York Fashion Week this fall with an experiential runway event that connects the real-life catwalk with the metaverse.

Scheduled to take place on Sept. 11 at the Skyline Drive-In in Brooklyn, the show will unveil the brand’s latest “See Now, Buy Now” collection. It will also be live streamed into the global Roblox community of over 50 million daily users, accompanied by avatars dressed in Fall 2022 Tommy Hilfiger styles who will take over a “remixed virtual city of New York.”

Every style hitting the physical runway will be available to purchase globally through Tommy Hilfiger’s “See Now, Buy Now” concept, including digital product exclusives on Roblox.

The experience will continue through multi-media brand activations in cities around the world. New retail concepts in select Tommy Hilfiger stores and takeovers with key wholesale and pure player partners worldwide will complement the phygital showcase.

Tommy Hilfiger’s partnership with the global multiverse platform launched in December 2021 and continues to expand. The PVH Corp.-owned brand partnered with eight user-generated content designers from the Roblox community to re-create 30 virtual fashion items from Tommy Hilfiger in both 2D and 3D for use in the game.

Tommy Hilfiger also participated in the inaugural Metaverse Fashion Week that Decentraland hosted in March.

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

The event will draw inspiration from New York’s creative scene, which the brand described as “an epicenter of people and subcultures, a collision of lo-fi and hi-tech, and a fusion of style and creativity.”

“My heart immediately went to New York’s iconic creative culture when I thought about where to launch our return to fashion week,” Hilfiger added. “This is where fashion, art, music and entertainment [were] 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.”