Metaverse: From Streetwear to Screenwear

Imagine a world where your clothes are made of pixels rather than fabric. In real life, you might have a minimalist capsule wardrobe. Meanwhile, on social media your digital self is expressive with hundreds of clothing items – items not limited by gravity, shape or materials. A dress made of water; a hat that changes color according to your mood. Opportunities are endless.

I have always been fascinated by technology and the innovation it can unlock. 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. Thanks to?Meta, Google and Apple the technology is?rapidly evolving (can’t wait until they release XR glasses… maybe 2022?), the future of fashion will lie in a virtual closet?and virtual shopping experiences?with infinite potential. What’s next is being (re)defined every minute

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The dematerialization of fashion

At Tommy Hilfiger, we have been exploring the Metaverse principles for a few years now. To evolve into this new era, we introduced digital showrooms that enable a fully immersive digital buying experience, with remote support from the sales team. We made huge strides in 3D design from sketching through sampling, with 80% of product groups now using 3D technology, we were one of the first fashion brands to use AR and VR technology to bring the catwalk experience to life and recently just launched Roblox skins in partnership with community creators.

Digital fashion may seem like something in the future, yet from cultivating an Instagram aesthetic to putting your best foot forward on LinkedIn, most of us are already well-versed in curating a digital appearance. Social media platforms stepped in early into the Metaverse, with seamlessly AR filters and immersive shopping experiences.?

For the virtual generation, digital clothing is a logical step forward. The Metaverse has grown out of gaming, where players now spend over $100 billion a year on virtual goods. Avid gamers already buy outfits from digital collections, and the trend toward virtual purchasing and owning is gaining momentum.

I see huge potential to connect with a new wave of consumers in this space. On the horizon, digital fashion will be omnipresent, and traditional and crypto commerce will blend into one wallet. With soaring demand for NFTs there’s exciting scope to unlock genuine value for virtual communities by encouraging users to interact with our brand. NFTs will evolve from collectables to assets that can be actively used in virtual worlds, such as exclusive passes to clubs or communities, or even in-person experiences – its utility cases will evolve beyond JPG collectibles.

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Driving purpose within the Metaverse?

The Metaverse brings a new purpose?and opportunity to change the narrative of Fashion and achieve positive systemic change. Understanding its full potential is crucial – this is just the beginning of this exciting journey. As physical and digital worlds continue to merge, it brings about new opportunities to drive a better fashion industry that’s more inclusive and circular.?

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.

Designers won’t be limited by physics and can experiment with different materials and textures, opening the door for infinite self-expression. Eventually, haptic feedback will make virtual fashion a truly immersive experience, delivering a credible sense of 3D touch such as the feel of soft silk, the warmth of cashmere, a sense of elasticity, fabric fitting and weight.??

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The future is now?

It’s in?Tommy’s?DNA to adapt, evolve and inspire, a bold mix of iconic traditions with new ideas and fresh perspectives. I constantly ask myself: how would we build our brand if the starting point was digital only? While we continue to optimize brand experiences to cater to the next generation, the curtain is not falling on physical stores, but the stage is being changed. A hybrid offering will emerge combining the best of human and virtual experiences – an exciting, connected journey with limitless possibilities that I am hugely excited about. What will you be wearing in the Metaverse?

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