The Metaverse brings a new purpose and opportunity to change the narrative of fashion and achieve positive systemic change, according to Martijn Hagman, chief executive officer of Tommy Hilfiger Global & PVH Europe. As physical and digital worlds merge, it brings about new opportunities to drive a better fashion industry that’s more inclusive and circular.

“In today’s landscape, the shift towards remote culture is inspiring businesses to operate in a 3D world. Enter the Metaverse, where fashion is shifting from the street to a virtual landscape. This ever-evolving virtual space converges our physical and digital worlds and is the next evolution of how we interact, work and shop online,” Hagman said in a LinkedIn post.

Speaking about Tommy Hilfiger’s foray into the Metaverse, Hagman said that the brand introduced digital showrooms that enable a fully immersive digital buying experience, with remote support from the sales team. It also made huge strides in 3D design from sketching through sampling, with 80 per cent of product groups now using 3D technology.

The Metaverse brings a new purpose and opportunity to change the narrative of fashion and achieve positive systemic change, according to Martijn Hagman, chief executive officer of Tommy Hilfiger Global & PVH Europe. As physical and digital worlds merge, it brings about new opportunities to drive a better fashion industry that’s more inclusive and circular.

Tommy Hilfiger was one of the first fashion brands to use AR and VR technologies to bring the catwalk experience to life and recently launched Roblox skins in partnership with community creators.

“I see huge potential to connect with a new wave of consumers in this space,” Hagman added. “Entirely digital collections offer alternatives to fast fashion, offering consumers all the hit of a new buy yet leaving a smaller footprint on the world. Virtual fashion also gives a whole new meaning to ‘universal’ clothing, and the idea that anyone, regardless of body type, size or gender can wear anything.”

On the other hand, designers won’t be limited by physics and can experiment with different materials and textures, opening the door for infinite self-expression.

Fibre2Fashion News Desk (KD)