The online fashion retailer, Boohoo, is collaborating with Paris Hilton to become the first brand to advertise in Roblox’s metaverse during the virtual Fashion Week. The company has bought the rights for two billboards at a virtual fashion world held in ‘Paris World.’
Roblox is one of the most successful players in the metaverse world that provides its users a platform to create and play games. ‘Paris World’ is a virtual island that was created in Roblox last year featuring a replica of Paris’ famous Beverly Hills mansion and the attached dog mansion.
Boohoo has partnered with the media company, MilkMoney, that will help advertise in the virtual world during Fashion Week, which it believes is “a natural and strategic next step for the brand.” The two billboards will be placed at the entrance area to the event.
Paris Hilton said, “Billboards are a part of our everyday lives, and it should be no different in the metaverse. It’s awesome to be launching our first billboard campaign with Boohoo, a brand I’ve always loved.”
The Roblox Fashion Week is open for the public to attend. There is also a VIP fashion event, featuring Paris Hilton and other influencers, accessible through a private server.
Paris Hilton and Boohoo had previously collaborated back in 2018 for a collection inspired by early 2000s clothes, including slinky metallic dresses and pieces covered in fake diamonds and glitter.
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