Van Heusen, India’s dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), enters the Metaverse as they set sail on a fantastical journey with a virtual musical concert in association with Indian pop band ‘When Chai Met Toast’. The lifestyle brand from Aditya Birla Fashion & Retail Ltd has teamed up with PartyNite Metaverse to create a virtual performance space for the immersive musical experience called Van Heusen MetaPlay and has put together a full length showcase of their merchandise. Viewers can RSVP on Paytm Insider and get ready to enjoy and experience the first-of-its-kind Metaverse Music concert in India.
Fans and viewers can style their avatars with the latest collections and ensembles from Van Heusen and enjoy the show with their friends on the PartyNite app. The viewers will be introduced to Van Heusen’s clothing line which are virtual versions of real-life ensembles under the brand’s catalogue that can be worn for the concert.
Speaking about this unique even,t Aditya Birla Fashion and retail chief operating officer – Van Heusen Abhay Bahugune said, “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. 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”.
PartyNite Metaverse CEO Rajat Ojha said, “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. 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.”
Paytm Insider business head Varun Khare said, “We are thrilled to present Van Heusen’s first outing in the music metaverse. 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.”
Once the registration is made on the Paytm Insider app, the consumers will receive an email with instructions and they will have to download the PartyNite app, log in and then enter the Van Heusen Metaverse experience to customise the avatar and attend the show slated to happen on 2 February 2023 at 7 pm.