NYFW Enters The Metaverse: Puma, Tommy Hilfiger & More

Tommy Hilfiger Metaverse NYFW, September 2022

This year’s New York Fashion Week (NYFW) was quite different from years past. With the rise of Web3 and public interest in the metaverse, many brands have experimented with the vast benefits of implementing this technology into their showcasing. Let’s explore some of the top moments from NYFW that have made use of the metaverse.

Puma

The German sportswear brand, Puma, has showcased its first metaverse website experience, called Black Station. Black Station is a blank and ever-evolving 3D canvas, designed to be interactive, immersive, and dynamic. It’s where PUMA will explore new technologies and showcase its vision of the future.

The station will act as a hub for all things PUMA, including web3 activations that you can visit throughout the year. This platform is intended to engage consumers in ways that traditional advertising methods can’t—and it’s going to become a hub for the latest innovations in technology, fashion, and sports.

Visitors to the new Nitro NFRNO and Nitro Fastroid sneaker portals can begin their experience on September 7th. They’ll enter a hyper-realistic digital lobby space with three separate portals, each leading to a different experience. 

The first two portals will unveil exclusive Nitro NFRNO and Nitro Fastroid sneakers. These reveals are linked to PUMA’s recent NFT Nitropass mint.

The third portal of Black Station will act as the gateway to a digital fashion show based on New York Fashion Week. Visitors to the exhibit will be surrounded by a three-dimensional space created with computer-generated effects. Visitors can interact with their favorite pieces from the collection by visiting a digital version of the exhibit.

Puma has linked physical fashion with digital experiences as NFT holders can claim their physical sneakers by burning their NFT. This shows how Puma is one of the first brands to experiment with the metaverse by creating a digital product that can be exchanged for a physical piece. 

As one of the highlights of NYFW, Puma has set the stage for other brands to explore the potential of the metaverse.

Alo Yoga

As Alo Yoga continues to expand its product offerings, the company is now linking NFTs with in-store benefits. The Aspen Collection provides new, exclusive perks for customers who are looking to gain rewards.

The brand’s recent technology-focused fashion show at New York Fashion Week is just one of the company’s many digital initiatives. Alo Yoga began accepting cryptocurrency as payment online in June and will begin paying some of its employees in the form of digital tokens. 

In February, the DTC retailer partnered with Roblox to create its virtual space called Alo Sanctuary where visitors could receive a digital yoga mat to attend meditation retreats—and also get discounts for other products.

They will also be able to try on the luxury collection via Snap’s Augmented Reality mirrors. The mirrors will allow users to see what it’s like to be in each piece of clothing before they buy it, helping them to make better decisions about what they want to purchase.

Afterpay

Afterpay is an online payment service that lets customers purchase items over time without having to pay the full amount up-front. Afterpay has stepped into the world of NFTs with its collection: The Keys to NYFW.

These NFTs are a series of digital collectibles designed in collaboration with leading designers. Each NFT unlocked access to a unique NYFW experience as well as limited edition items. By providing physical access, unlocking special items, and presenting designer art in the NFTs themselves, Afterpay has created a well-rounded package that any fashion fan would love.

A six-month free trial of Tidal HiFi Plus was just one of the many prizes Afterpay had to offer for early minters. Access to an NYFW close-friends Instagram group was also granted to these NFT holders. And finally, an invitation to NYFW: The Talks sessions was sure to be an experience that minters would remember.

All proceeds from the “Keys to NYFW” collection will be donated to Free Arts NYC, a nonprofit organization that provides programs for at-risk children in New York City. With Afterpay entering the NFT market during NYFW, it shows that it’s not just brands that are getting involved with Web3, but payments services as well.

Tommy Hilfiger

For the first time in three years, Tommy Hilfiger will show its fall/winter collection during New York Fashion Week. But instead of a runway presentation at an established venue like The Hudson Theater or Skylight at Moynihan Station, it will utilize Roblox—a social media and gaming platform that is popular with Gen Z and younger millennials—”see now buy now” to promote current trends among digital natives.

Those that attended the Roblox virtual experience received the ability to purchase digital exclusives. The digital fashion that was featured in the event was also available for purchase as a physical item immediately after. 

For Tommy Hilfiger, this was an opportunity to show how the company is adapting its business model to better meet the needs of digital consumers.

By paying homage to their roots at NYFW and also innovating into the next era of fashion, Tommy Hilfiger has set a strong example for other brands to follow.

Final Thoughts

While these are just a few examples, it’s clear that NYFW is fully embracing the metaverse this year. And with good reason—not only does it allow designers to reach a wider audience, but it also allows them to get more creative with their presentations. So, what does the future of fashion week look like? Only time will tell, but it’s safe to say that the metaverse is here to stay.

What do you think of these virtual NYFW presentations? Have you been following any of them? Let us know in the comments!

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