The fashion house known for its traditional craftsmanship is not the only one to be exploring these parallel universes. For its return to New York Fashion Week, September 11, Tommy Hilfiger will present the ‘Tommy Factory’, which the brand calls “an experiential creative playground inspired by Andy Warhol’s famed New York studio,” and which will be accompanied by a “synchronized Metaverse activation.” A highly anticipated event that should build a bridge between the past and the present, but also between the real and the virtual.
For its part, Kate Spade is making a grand entrance into the metaverse with the opening of what looks like a pop-up store, conceived as an extension of its Fall 2022 campaign. Starting September 7, users will be able to enter a typical New York townhouse — in digital form — from the brand’s official website to participate in a host of interactive experiences and activities. Decoration, music, gaming and more will be part of the experience, but users will above all get exclusive access to purchasing three of the new bags from Kate Spade’s latest collection, not yet be available in physical stores.
The concept also seems to have seduced jewelry house Bulgari, which has just taken its first steps in the metaverse with the South Korean specialist Zepeto. “Bulgari Sunset In Jeju,” with its virtual pop-up store and café, allows users to take part in games, interactive experiences, and to win accessories and clothes for their avatars. This operation is being carried out with the help of Lisa, one of the members of the famous K-pop band Blackpink, which is sure to pique the interest of Gen Z.
The proliferation of these initiatives in fashion — spanning both luxury and ready-to-wear — shows that the industry’s interest in the metaverse has certainly not waned, despite the slowdown of the NFT market.
Synonymous with interaction, and therefore loyalty, but also proximity and accessibility, the new virtual worlds appear to be essential new communication tools for a sector that’s in the throes of profound change — even for luxury fashion houses that would probably never have dared to think of taking this step just a few years ago.
Related: Luxury brands’ latest obsession? NFTs