Tommy Hilfiger Launches Cross-Metaverse Hub at Metaverse Fashion Week
Tommy Hilfiger is launching a new cross-metaverse hub that will premiere during Metaverse Fashion Week. The company is linking five different spaces via this hub, namely Decentraland, Roblox, Spatial, DressX, and Ready Player Me, which will allow the brand to find out how users respond when they can access the same brand across different platforms.
The aim is to test the possibilities of interoperability in the metaverse, which refers to the ability to connect virtual worlds so users can move freely between them. The Tommy Hilfiger monogram-shaped hub is designed by Emperia, and it offers a host of in-hub offerings, including POAPs, NFTs, digital fashion, artwork, AR virtual try-ons, a photobooth, and an AI fashion creation competition.
The aim is to fuse the brand identity and Tommy Hilfiger design codes into the experience. The hub also incorporates e-commerce capabilities, allowing users to purchase physical and digital items, including the iconic Tommy varsity jacket, across platforms. The Tommy Hilfiger hub is a win for interoperability in the metaverse, which has been long called for by metaverse and Web3 users.
The goal is to bridge the gap and bring multi-world experiences into brands' Web3 and e-commerce strategy, keeping their existing Web2 user base involved. The launch of the hub during Metaverse Fashion Week is a step towards wider adoption, allowing users to explore different metaverse destinations without having to download additional hardware.