This is not the first time that Tommy Hilfiger's American brand has used technology and digitalisation to its advantage, which it has already trusted in previous years. In fact, it turns out to be one of the earliest pioneers in the field, recalling, for example, its willingness to rely completely on 3-D design for the creation of garments, a project launched in 2019 when the brand itself wanted to train its workforce following the logic of the ever-evolving market.

In the months between 2023 and 2024, therefore, it is not surprising that Tommy Hilfiger relied on the investment firm Hilfiger Ventures in partnership with Tilting Point for the "FashionVerse" project. The name is a clue and a promise: somewhere between the fashion world and the metaverse, Tommy Hilfiger promises to make an interactive fashion game based on artificial intelligence. The interactive game will be released this January 2024 and leaves everyone wanting to see how the future of fashion is likely to evolve. The app will be usable on iOS and Android devices, and-be careful-via Netflix platform subscriber accounts. The person who thought up the game is the designer himself, who does not miss opportunities to ride trends. The goal is to give even more space to the community loyal to Tommy Hilfiger, and why not, attract a wider user base thanks precisely to a cool world like artificial intelligence that attracts the curious.  

What will it be possible to do thanks to this game then?

The artificial intelligence designed by Brandible creates avatars first, then scenarios in which to interact, spaces in which the player can bring events to life. The fun part is the creation of fashion sets if you select the stylist mode, or moodboard creation if you prefer the trendsetter mode. Then the sharing starts: you are not alone, but you are voted and vice versa by other users of the game, win prizes and always refer to fashion trends. It will then be possible to be totally connected to the real world thanks to the presence of pop-ups every two weeks in collaboration with fashion and beauty world brands. In the game, pop-up challenges are based on the themes of real advertising campaigns, and those who complete the challenges proposed by the brand will receive prizes to collect.

FashionVerse thus becomes a world somewhere between digital and real, in the ongoing experimentation of the fashion world that has always anticipated societal trends. A game, Tommy Hilfiger's, that opens the runway to new design ideas for colleagues.