Popular fashion brand Tommy Hilfiger is one of the fashion leaders already on the NFT bandwagon. At New York Fashion Week (NYFW), guests were allowed to mint free NFTs of Tommy Hilfiger’s iconic style.
Tommy Hilfiger Gives Out Free NFT
The fashion giant allowed visitors to the fashion show to mint a free NFT using the Web3 entertainment platform, Rove. Accordingly, all guests were allowed to download the “Tommy Factory” NFT, which depicts the brand in a Polaroid classic style.
Attendees were able to link their mobile phones to an NFC tag to verify the authenticity of the item attached to it. The NFT collectible is integrated into the design on the walls of the fashion show.
The minting requires no prior exposure to the blockchain as all guests could mint their NFT with a simple tap on their phones. The latest development shows how major fashion brands can collaborate with Rove to link their physical and digital worlds. The company noted that this would enable enterprises to innovatively reach new audiences.
The company designed the fashion show to resemble Andy Warhol’s Factory replica. The aim is to create a fashion gathering dubbed “Tommy Factory.”
In addition, Hilfiger is also celebrating New York’s creativity and taking the opportunity to profile the brand’s next event, Futuremakers’ scheduled for the Fall 2022 campaign.
Furthermore, the recent NYFW combined physical and virtual worlds that blended with New York City’s beautiful landscape. It also celebrates Warhol’s distinct ability to bring people and subcultures together.
NFTs and the Fashion World
Since the emergence of non-fungible tokens (NFT), hardly a week has gone by without a brand announcing its entrance into the NFT marketplace. NFTs have remarkable use cases for the fashion industry.
Moreover, when brands issue NFTs to consumers, their clients now have proof of purchase for the product.
Footwear maker Adidas has collaborated with the popular NFT collection platform, Bored Ape Yacht Club (BAYC). The partnership aims to provide owners of Adidas footwear with access to both physical and digital versions of their purchased products.
Fashion NFTs are a buzz in the digital landscape, as evident by the exclusivity they provide owners.
In contrast to other digital assets, NFTs can be tracked on the blockchain, with buyers and sellers secured from any uneventful duplicate. The adoption of NFTs in fashion goes beyond just the physical sphere. It provides consumers with what the fashion industry calls a “phygital” experience.
However, the fashion NFT ecosystem still has a long way to go before becoming more pronounced among creators and consumers.
Companies are increasingly exploring ways to provide more digital experiences to appeal to their NFT-crazed customers.
With the rise of NFT, fashion brands can leverage a growing new generation of buyers that are becoming more tech-savvy. The new generation is inclined to covet digital collectibles to complement their lifestyles.
Utilizing NFTs is inevitable for fashion brands, and the ongoing digital transformation shows what to expect from the industry.