Quick Overview
Tommy Hilfiger integrated AI-driven image generation and hosted an AI design competition during Metaverse Fashion Week 2023. The brand invited designers to create digital products in Tommy’s classic style, with winning designs turned into digital wearables sold on DressX. The multi-metaverse hub spanned platforms like Decentraland, Roblox, and Ready Player Me, offering interoperable digital and physical fashion products.
Tommy Hilfiger
Company Size
~17,000 employees
Revenue Range
$7B+ annual revenue
Primary Challenge
Innovating fashion design and digital engagement through AI and metaverse platforms
Key Metrics
\- Four times retention in metaverse activation compared to prior year\- New digital product lines\- Increased virtual fashion engagement
The Problem
Traditional fashion shows and product launches limited digital and virtual engagement
The Solution
Partnered with AI platforms (Midjourney, DRESSX), Web3 artists, and metaverse platforms to create immersive, AI-generated digital fashion experiences
Results
\- Expanded brand presence in metaverse\- Increased engagement with younger, tech-savvy audiences\- Innovative AI-driven fashion design and sales
“We are reinventing our digital experiences, exploring new places for our digital collections and connecting with new communities.”
Tommy Hilfiger, Chief Brand Officer
Details
Industry
Retail & E-commerce
Departments
Creative & Design
Marketing & Content
Use Cases
AI Image Generation
Tags
GenAI
Marketing Teams
Scalability
AI Tools Used
Midjourney
Sources
https://jingdaily.com/posts/artificial-intelligence-fashion-design-assistant-tommy-hilfiger-midjourneyhttps://www.istitutomarangoni.com/en/maze35/community/metaverse-fashion-week-2023https://www.retaildive.com/news/tommy-hilfiger-multi-metaverse-hub-metaverse-fashion-week/646250/
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