Tommy Hilfiger gives NFT to all New York Fashion Week attendees

The attendees were able to touch their mobile phone to an NFC sticker – a tag used to confirm the authentication of the physical item it's attached to – which was integrated into the design on the walls of the show courtesy of Cupcake Protocol. Then, they could mint the Rove NFT directly to their newly created mobile wallet. All guests, regardless of their prior experience with blockchain technology and despite the evening’s rainy skies, were able to mint the NFT in under a minute, simply by tapping their phone. Hilfiger’s show proves the model for how major brands can partner with Rove to merge their physical and digital worlds and reach their audience in a new way, the company said in a press release.

Hilfiger’s fashion show in Brooklyn was designed as a recreation of Andy Warhol’s factory to create a fashion playground known as ‘Tommy Factory’. Hilfiger’s rainy runway celebrated New York City’s creative spirit while also profiling the brand’s ‘Futuremakers’ in its upcoming Fall 2022 campaign. The NYFW show featured a constructed world that blends the physical and digital landscapes of NYC while the supporting campaign highlights Warhol’s distinctive ‘collision of people and subcultures’. The campaign features noted faces such as supermodel Kate Moss alongside her daughter Lila Moss, musicians Jon Batiste and Travis Barker, actor Anthony Ramos, tattoo artist Steve Wiebe, street artist Mr. Brainwash, and iconic drag queen Lady Bunny.

Rove is focused on the next evolution of NFTs and web3 entertainment products by bringing real utility into a space previously dominated by speculation and overhype. By partnering with Cupcake Protocol for NFT minting experiences at live events, Rove is able to gift or sell NFTs to fans at virtually any event through a streamlined minting process.

Cupcake helps new-to-crypto users create a digital asset wallet and mint their first NFT in less than a minute, without fumbling through clunky onboarding processes or paying high fees. Rove funnels web3 activations from all different entertainment verticals into one collaborative ecosystem – from music to film, from fashion to sports, and more – where there is shared value for all. All Rove NFTs will have ongoing, cross-platform utility within the Rove World app, where NFTs and tickets can be staked to earn yield, special perks, rewards, access to exclusive events, and early access to upcoming product launches.

Fibre2Fashion News Desk (GK)