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March 25, 2022

Tommy Hilfiger Joins Inaugural Decentraland Metaverse Fashion Week in Partnership with Boson Protocol

Tommy Hilfiger Joins Inaugural Decentraland Metaverse Fashion Week in Partnership with Boson Protocol
Tommy Hilfiger will present its Spring 2022 collection virtually at the first-ever Metaverse Fashion Week, in keeping with the brand's focus on digital innovation and exploring new consumer channels.

PVH Corporation is pleased to announce its participation in the Metaverse Fashion Week hosted by Decentraland, the world's first virtual world owned by its users, which will take place from March 24 to March 28, 2022.

Tommy Hilfiger will showcase its Spring 2022 collections virtually, as well as host a digital retail platform. Metaverse users can shop for NFTs for their avatars or purchase physical items. This virtual shopping experience will be made possible through a partnership with Boson Protocol.

"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 Tommy Hilfiger.

"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."

Similar to traditional global fashion weeks, the Metaverse Fashion Week will invite more than 50 luxury and digital brands to showcase new collections and host presentations, discussions, concerts, after-parties, and film installations — albeit virtually. A luxury shopping area called the ‘Boson Portal – Fashion District’ has been designed to resemble Paris's iconic Avenue Montaigne, where brands can sell digital and physical items through NFTs.

The Tommy Hilfiger store is located within Boson Portal, meaning fans of the brand can now experience it in an exciting new way – all while maintaining the iconic American relaxed style at the centre of the brand's DNA.

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