is bleach episode 287 filler?

Ichigo wakes up and finds himself in a place resembling the deserts of Hueco Mundo, he is also dressed in an ambiguously Middle Eastern fashion. Next to him he finds a black cat, resembling Yoruichi Shihōin's cat form, but the cat doesn't speak and merely meows at Ichigo.

Later on, he meets with Orihime Inoue, Uryū Ishida, and Yasutora Sado next to a bonfire. The three are also dressed in a similar fashion as Ichigo and he tries to interrogate them about it.

His friends seem surprised and insist that's how they always dress, Chad asks him if he hit his head and addresses him as. When Ichigo refuses to acknowledge the name Uryū suggests he might have forgotten his name.