![]() The Tommy event allowed the online community to be part of an immersive runway experience by mingling with its virtual models. “We want to build meaningful connections and give democratized access and accessibility across all platforms, with the ultimate goal of providing a fully engaging brand experience IRL and in the URL.” We want to meet them where they are, whether that be in person at our runway show, through our social media channels or hanging out in a virtual environment,” said Tommy Hilfiger, the brand’s founder and principal designer. “The Gen Z consumer lives in the digital space. The brand is focusing on Gen Z with the activation. Previously, collectible brand Superplastic partnered on NFT collectibles with Gucci. ![]() ![]() ![]() Gamers could watch the show and see their favorite Superplastic avatars walk within a digital map of NYC wearing the new co-created Tommy Hilfiger collection. A screen in Brooklyn, New York showed a copy of the IRL catwalk within the Tommy Play Roblox game. ![]()
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