Van Heusen partners with Paytm Insider for Metaverse debut

By

Isabelle Crossley

Published
Jan 31, 2023

Aditya Birla Fashion and Retail Limited’s clothing brand Van Heusen has teamed up with Paytm Insider and PartyNite Metaverse to make its Metaverse debut. The brand will begin with a multi-media event titled ‘Van Heusen MetaPlay’.

For its Metaverse debut on February 2, Van Heusen will host a virtual concert for the Indian band ‘When Chai Met Toast’, the brand announced in a press release. Attendees can Rsvp via Paytm Insider and the virtual music concert will also feature a showcase of Van Heusen’s latest clothing.  
 
“As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers,” said Van Heusen’s COO Abhay Bahugune in a press release. “Fashion in the Metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience.”

Virtual renditions of real Van Heusen garments can be chosen from a catalogue and worn to the event. Attendees can style themselves in this way via the Partynite app. 

“From marketplaces filling in the gaps in streaming services, to full-blown NFT bands, the Metaverse is ushering a new dawn for brands in terms of consumer engagement and fashion as an industry can mine gold on the Metaverse, it fits in seamlessly,” said Partynite Metaverse’s CEO Rajat Ojha. “With the Metaverse we will be able to push the envelope further. Not just see and buy but experience and buy is the name of the game.  We as a Metaverse platform are here to bring in a step-change and enable brands to use technology to communicate, express themselves and create shopping opportunities for consumers in the near future.”

“We are thrilled to present Van Heusen’s first outing in the music Metaverse,” said Paytm Insider’s business head Varun Khare. “Whether it's a live event or digital, we at Paytm Insider always strive to offer unique experiences for today's audience. This time too, we have left no stone unturned in curating this larger-than-life event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. Recent times have witnessed major artists conducting Metaverse performances and that leads us to believe that the music Metaverse offers artists a new canvas for creativity as well as a new format for fans to experience music that is immersive. We bring to the audience this Metaverse-inspired show, with the conviction that imaginative live events are a taste of the future that is here right now, and we are looking forward to organizing many such events in the future. We are also happy to partner with PartyNite for this one-of-a-kind music and fashion event.”