Tommy Hilfiger Exploring Virtual Fashion Shows with Avatars and Holograms

Already largely powered by 3-D design, and experimenting with avatars and holograms at its Amsterdam innovation center, Tommy Hilfiger could soon transform his itinerant TommyNow runway blowouts into extravaganzas in cyberspace.

“We are looking into that,” Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe, told WWD in an interview this week. “We try to fully digitize that value chain also, and try to enable virtual runway shows.”

The brand — which unveiled see-now-buy-now Lewis Hamilton and H.E.R. collaborations at the Tate Modern last February, and has taken its roving showcase to cities as far afield as Los Angeles and Shanghai — has yet to indicate its intentions for the next fashion-week cycle, and Grieder could not say precisely when the brand might move off the physical circuit.

“We did some tests, it’s something new and I think the end consumer and the trade will like it,” he said. “As soon as this virus is over, and we are back to the new normal, we will try to implement that within a few months. The technology is already around, technology tested by us, and we see great opportunities going in that direction.”

The founding designer stressed he is open to new possibilities, especially as the coronavirus pandemic topples fashion weeks and prompts a rethink of industry practices.

This article first appeared on WWD.


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