FASHION / DIGITAL FASHION

Tommy Hilfiger shows in both a physical and digital world during New York Fashion Week

According to Hilfiger, the space, called Tommy Factory, is not a physical space but ”a state of mind”.
By Megha Prakash
September 06, 2022

As an homage to Andy Warhol and his infamous studio, The Factory, the brand has built an inspired creative space and will be presenting its collection live in both a physical and digital ”Tommy Factory” world. The digital version will be available in the metaverse on TommyPlay on Roblox and online.

The conceptual idea behind this is to bring forward a space that celebrates creativity and self-expression, much like Tommy Hilfiger himself experienced when visiting Andy Warhol at his Factory in the 1980’s.

The Tommy Factory is bringing the likes of Kate Moss, Lila Moss, and Travis Barker into the experimental studio and will offer a See Now, Buy Now concept, so that the visitors will be able to make a purchase directly afterwards.

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