The brand returns for a second year with a four-day schedule celebrating fashion, art and co-creation in partnership with digital pioneers DRESSX, artist Vinnie Hager and the Web3 community.


AMSTERDAM, THE NETHERLANDS (March 2023) – Tommy Hilfiger, which is owned by PVH Corp.  [NYSE: PVH], is pleased to announce its return to Decentraland’s Metaverse Fashion Week (MVFW) with a four-day program co-created with culture shapers in the Web3 space. From March 28th to March 31st, the brand will unlock a new experience in fashion, art and innovation for the MVFW community. TOMMY HILFIGER is working with metafashion leaders DRESSX and artist Vinnie Hager to inspire self-expression in the digital world, as well as hosting immersive experiences, and creating shoppable digital wearables and limited-edition NFTs.

“I have always been driven to bring people together through experiences in fashion, art, music and entertainment,” said Tommy Hilfiger. “Today, the metaverse and Web3 are creating powerful new ways to do exactly that – it’s surpassing every dream I had when I started this brand almost 40 years ago. We are reimagining our digital experiences, exploring new venues for our digital collections, and connecting with new communities who are engaging with a whole new side of the fashion industry.”

The four-day MVFW program takes place around the digital TH Monogram monolith, and includes an AI design competition in partnership with DRESSX, a collaboration with Web3 artist Vinnie Hager, and immersive experiences inspired by the brand’s all-American heritage. The TOMMY HILFIGER MVFW experience and gamification are developed in collaboration with Sawhorse, renowned architects of interactive tech.

Day 1. March 28th. The TOMMY HILFIGER AI design competition will be announced to MVFW attendees and global audiences. The community will be given three days to design and submit their own interpretation of a digital prep classic fashion look. The winners will have their submissions created by DRESSX as a digital fashion collectible, AR filter and wearable for Decentraland. DRESSX is the world’s largest digital-only fashion store, with industry-defining expertise in joining the dots between technology, design and style.

Day 2. March 29th. Multi-disciplinary artist Vinnie Hager will take over the TH Monogram monolith, covering the building with his signature iconography in red, white and blue. Animations will be shown in an immersive room allowing visitors to explore, play and connect across IRL and URL touchpoints. NFTs will be minted during an intimate process of co-creation and made available for purchase.

Day 3. March 30th. The monolith will become a digital representation of People’s Place, Tommy Hilfiger’s first store opened in upstate New York in 1969. The store was a dedicated space for people from all walks of life to come together to experience art, music, fashion and pop culture. Prep classics from current TOMMY HILFIGER and TOMMY JEANS collections will be created as high-definition assets on the DRESSX and Decentraland platforms, and can be unlocked via AR try-ons.

Day 4. March 31st. The winners of the AI design competition will be announced, selected by Tommy Hilfiger himself. The digital wearables will be created by DRESSX and available for purchase on their platform in April.

TOMMY HILFIGER’s participation in Decentraland’s Metaverse Fashion Week follows the 2020 launch of “Tommy Island” in Animal Crossing, a strategic multi-year Roblox partnership in 2021, the 2022 launch of the Team Tommy gaming community, and the brand’s Spring 2022 collection debut at the inaugural MVFW in 2022.

Friends and followers of the brands are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.