Tommy Hilfiger Makes NYFW show ‘Phygital’

Tommy Hilfiger is returning to New York Fashion Week for the first time in three years with a “see now, buy now” show that will be live streamed on Roblox in the metaverse.

The brand’s physical Autumn 2022 show will take place on 11 September at the Skyline Drive-In in Brooklyn. It will be broadcast to Roblox users, and avatars wearing the collection will walk through the platform’s virtual New York City. All products shown physically will be available to buy immediately, a long-running offer from Tommy Hilfiger. Roblox users will also be able to purchase digital exclusives, details of which have yet to be announced.

It comes after Burberry announced it would sell a limited-edition virtual range of its Lola handbags on Roblox. Luxury brands including Gucci and Ralph Lauren have also partnered with the platform.