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How Premium Fashion Brands Are Entering the Metaverse at NYFW 2022 

Sep 9, 2022

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This article originally appeared in the Everyrealm Edition newsletter, where we cover metaverse industry news and highlight the most exciting things happening in the space. Sign up here. 



“Digital fashion doesn’t need to be limited to Web3 and only exist virtually, but to live outside of it - on people, around us, in public, in social media, and in concept spaces…”


George Yashin, CEO, ZERO10 


The fashion world has its sights set squarely on ushering in a new phygital era of fashion. It’s been 6 months since Everyrealm premiered Metaverse Fashion Week with Jonathan Simkhai, and the world of digital fashion has only heated up since then. 


With New York Fashion Week kicking off today, here’s what to watch out for in this exciting new space.



See Now, Buy Now


After a 3-year hiatus, Tommy Hilfiger will return to the runway with an immersive ‘phygital’ show. Hilfiger’s "See Now, Buy Now" will couple an IRL (in real life) Brooklyn show and a Roblox live stream. All of Roblox’s 50 million users will be able to see avatars decked out in Hilfiger in a virtual NYC, and be able to buy exclusive digital products.



Tommy Hilfiger follows the footsteps of Jonathan Simkhai from last season’s NYFW. The latter partnered with Everyrealm at Metaverse Fashion Week. Simkhai happens to be one of the five artists launching digital NFT keys at this year’s fashion week that give exclusive access to hyperlimited drops and in-person events.


A ‘Clothing-Less’ Metaverse Concept Store


Crosby Studio’s founder Harry Nuriev says: “I love to work within the digital realm, but then translate a part of it into the physical world, as human interaction is important for me…”


He’s partnering with global AR platform ZERO10 to create the "physical entrance to the metaverse" with a pop-up concept store in Soho, featuring five 90s game-themed digital fashion pieces. The “disappearing pant” limited-edition NFTs can be virtually tried on and boast effects such as vanishing prints.



Digital fashion is bringing the metaverse experience into the physical world. And as visitors experiment with content creation virtually while drinking bubble tea together IRL, community interaction will thrive.


More ways to dive into the metaverse at NYFW:

  • Check out PUMA’s new metaverse website experience, complete with NFTs and unique community activations.
  • Head to floor 69 of the World Trade Center for panel discussions by Nolcha Shows. The latest in tech patents, AR in fashion, and on-site Web3 activations will be presented.
  • Check out ‘Dour Fits,’ a new blockchain-based fashion game playable by owners of Dour Fits NFTs; the game is launching to coincide with the NYFW.


‘Keys’ for fashion week access


Five NYFW designers are partnering with Afterpay on limited-edition NFTs called ‘The Keys to New York Fashion Week.’


Each NFT is a phygital collectible and offers experiential elements unlocking access at NYFW.



Jonathan Simkhai’s NFT offers a meet and greet shopping experience and signed sketches from his S/S23 collection. Kim Shui’s NFTs provide access to the fashion show and afterparty. Along the same lines, owners of Prada’s Timecapsule NFTs have invites for Prada’s September show at Milan Fashion Week.



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