Tommy Hilfiger introduces a special Roblox Area for New York Fashion Week


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Tommy Play, courtesy screenshot

American fashion brand Tommy Hilfiger introduces a new Roblox area, created especially for New York Fashion Week. 

You can already visit the TommyPlay area on Roblox. The immersive virtual venue, first introduced in June, features a Metaverse space inspired by New York City’s Brooklyn area and street culture. Roblox’s TommyPlay might remind users of a city playground where they can socialize, share, and image. More than that, the space features a variety of gamified activities, including parkour, skating, BMX, and even graffiti. 

The game enables players to earn Tommy tokens that they can spend on virtual Tommy Hilfiger merchandise, developed with the forefront Layered Clothing technology. It permits creators to make realistic 3D clothing suitable for avatars of any body type. 

The new Roblox space is dedicated to the Fall 2022 Collection and will host the fashion show itself. On a side note, visitors will have the opportunity to purchase digital items for the virtual world right during the show. 

Tommy Hilfiger

The physical NYFW show will take place on September 11 at the Skyline Drive-In in Brooklyn. The IRL event will remind visitors of technology and innovation as well. The brand introduces a new “See Now, Buy Now” concept, which permits viewers to purchase physical clothing seen on the runway.

It’s worth noting that Tommy Hilfiger has skipped several New York Fashion Weeks before 2022. The new phygital fashion show, followed by Decentraland’s Metaverse Fashion Week this March, feels like the brand’s triumphant return to reality. 

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Valeria Goncharenko

Valeria is a writer and creator, passionate about Web3, marketing, and fashion. She dedicates her spare time to photography and art direction and has recently minted an NFT collection.

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