Aditya Birla Fashion and Retail’s lifestyle brand, Van Heusen, has entered the metaverse with a virtual musical concert in collaboration with a local pop band called ‘When Chai Met Toast.’
Van Heusen has partnered with PartyNite Metaverse to develop a virtual performance space titled Van Heusen MetaPlay. The virtual space will also showcase the brand’s merchandise.
Viewers can style their avatars with the brand’s latest collections and ensembles and enjoy the show with their friends on the Partynite app. As part of this partnership, attendees can RSVP on Paytm Insider to experience the brand’s metaverse music concert in India.
The virtual music concert is set to take place on February 2, 2023. Fans can log in to the PartyNite app once the registration is completed on the Paytm Insider app.
Abhay Bahugune, chief operating officer-Van Heusen, said, “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.”