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The legendry fashion brand Tommy Hilfiger was founded in 1985 by its namesake designer Tommy Hilfiger to popularise classic American cool apparel trend integrating East Coast Classics with a laidback West Coast twist. The production line was inspired by iconic pop culture and Americana heritage. It represented an unconventional approach to honour distinctiveness through lifestyle products signifying inclusivity, uniqueness and youthfulness. Meanwhile, the juxtaposition of gaming with fashion had opened up a plethora of opportunities for the fraternity using gaming console. This strategy was catching traction as a horde of fashion houses were incorporating video games into marketing and for brand identity. Arguably, games provided a grand pathway for fashion houses to popularise their new and admired products. Tommy Hilfiger focused on deriving maximum benefits of digital transformation to devise immersive new ways of interaction with consumers, revolutionising brand awareness and enhancing customer experiences in the digital space. Tommy Hilfiger with Joe Lamastra established Hilfiger Venture and collaborated with Tilting Point to launch 'FashionVerse', a free-to-play mobile game. FashionVerse initiated Generative AI to enhance 3D looks and elevate graphics along with diverse avatars. Would Tommy Hilfiger's alliance with gaming integrating the real and virtual world carve a global business niche?