Swagga hopes to define the future of phygital fashion metaverses with its new platform

The ‘phygital’ concept is a one being rapidly adopted by brands, retailers and designers alike, and sees the merging of physical and digital activations, such as in-person events shown in the digital world or vice versa. Its integration into various marketing strategies has been adopted by a number of big name brands, including Tommy Hilfiger, which exercised the concept in its recent New York Fashion Week event, where it held a real life show parallel to a metaverse-based event on Roblox.