Tommy Hilfiger Gives Away Free NFTs at NY Fashion Week

For his Fall 2022 show, Hilfiger has partnered with Rove, a new, app-based Web3 entertainment launchpad, to enable guests to mint free NFTs during his Warhol Factory-themed NYFW show.

With the help of the new app-based, Web3 entertainment launchpad Rove, attendees were able to mint free NFTs on-site at Tommy Hilfiger's Official New York Fashion Week (NYFW) event on Sunday night.

All 1,200 attendees, including Kate Moss, Shawn Mendes, Kourtnery Kardashian, Kris Jenner, Travis Barker, and others, had the chance to download an exclusive "Tommy Factory" NFT, which includes a moving image of Tommy Hilfiger taking a Polaroid in the iconic Warhol color-blocked style. This was the first time ever at a Fashion Week event.

With the help of Cupcake Protocol, an NFC sticker—a tag that verifies the authenticity of the actual object it is linked to—was included in the show's design and made available to guests by touching their smartphones to it. After that, they could mint the Rove NFT and add it right to their new mobile wallet. All attendees were able to mint the NFT in under a minute by touching their phones, regardless of their prior knowledge of blockchain technology. The event by Tommy Hilfiger serves as an example of how major brands can work with Rove to combine their physical and digital presence and find fresh ways to connect with their target audiences.

Another noteworthy aspect of the drop was that no cryptocurrency was needed. Without considering gas costs, visitors could download the NFT directly into a digital wallet. This simplified and eased the process, which is seen in how some businesses desire to incorporate Web3 into their events.

The 2022 Fashion Show, according to designer Tommy Hilfiger, was a "multiverse experience." In less than a minute, guests were able to obtain their NFTs, and he is enthusiastic to further explore the relationship between Web3 and fashion.