Tommy Hilfiger, the iconic American fashion designer, and brand continue to embrace the digital evolution of fashion through various Metaverse, virtual reality (VR), and NFT offerings to boost both sales and engage with a younger audience.

In a recent appearance at The Retail Summit in Dubai, Hilfiger said that “we think that the Millennials and Gen Z want immediate gratification. When they see something, they want to buy it immediately.”

Rove partnered with @TommyHilfiger to create Tommy Factory NFTs during #NYFW

These NFTs were claimed by guests on their phone in under a minute, thanks to ⁦@cupcakeprotocol⁩

✅ Bridging the physical and digital
✅ Making Web3 and NFTs accessible to all pic.twitter.com/5LAL2I9eE4

— R?VE (@RoveWorldApp) September 16, 2022

He explained that since the earliest days of entering e-commerce and exploring how to drive sales “just having runway shows wasn’t enough. We wanted to do catalogue runway shows featuring products people could buy immediately.”

Since then, the brand has launched a variety of immersive metaverse offerings, including partnerships in 2022 with platforms like Decentraland for Metaverse Fashion Week, as well as offerings through Parallel’s Ready Player Me and most recently Roblox.

“Our community, our fans, are going to be living in the metaverse, and many of them are living in it now, but it’s just going to expand greater and greater worldwide,” stated Hilfiger.

The 71-year-old designer believes that the future of the brand lies in its ability to engage with Generation Alpha, those born between 2010 and 2025 — with the Metaverse being a key aspect. One way the brand has taken advantage of the crossroads between physical and digital fashion was through a “see now, buy now” feature that was offered during a live stream of his 2022 NYFW show in the Roblox metaverse.

“The vision for the future has much to do with what we’ve been discussing regarding Metaverse and digital,” Hilfiger explained, adding “we feel we are a step ahead in the digital world with video gaming and our partnerships with Roblox and other opportunities.”

During the show, avatars donning the latest collection walked through a virtual New York City on the Roblox platform. Hilfiger described the experience, explaining “the show was operating in the Metaverse and in real-time. So while we were launching our video game with Roblox, it was shown on the big screens during the show.”

Discover our exclusive multiverse Fall ‘22 fashion show within #TommyPlay on #Roblox, starring @superplastic @guggimon, @janky, and @therealdayzee in #TommyHilfigerXRichardQuinn. #TommyHilfiger #NYFW #Superplastic pic.twitter.com/zvbDESUBsy

— Tommy Hilfiger (@TommyHilfiger) September 13, 2022

Whether through fully immersive experiences like those Tommy Hilfiger has offered and is offering or through augmented reality shopping experiences like that of Bloomingdales, Dior, Burberry, and Polo Ralph Lauren — there is a clear shift taking place in the realm of fashion, with complimentary or accompany digital wearables becoming a desired aspect.

In other news, CULT&RAIN blends luxury fashion and emerging tech in latest drop.