Boohoo has collaborated with Paris Hilton to become the first retailer to advertise in Roblox’s metaverse during fashion week. Boohoo , an online fashion retailer, has bought two billboards at a virtual fashion world held in “Paris World”.
Metaverse is a virtual reality space where users can interact and Roblox is one type of Metaverse where users can programme and play games created by others. “Paris World” has existed as an island in Roblox since the end of 2021, and it includes a replica of Paris’ famous Beverly Hills mansion and attached dog mansion.
Boohoo collaborated with a media company, MilkMoney, to buy the billboards and advertise during Fashion Week which it is calling “a natural and strategic next step for the brand.” The fashion brand will advertise on two billboards in Paris World during the virtual fashion week 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.”
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Harvey Nichols– Fenty fans can pick up the popular line here AND the likes of Chanel, Dior and Charlotte Tilbury are firm favourites here too.
Boots– Family favourite’s drug store prices. The beauty section is packed with designer dupes and offers including 3 for 2 and BOGOF which shoppers can not get enough of
Superdrug– An extensive brand list with plenty of budget prices including a new in section featuring brands such as Carbon Theory, Elf Cosmetics and trendier, smaller brands like Juvia’s Place
M&S– The high street would not be the same without M&S bridging the gap between drug store/supermarket and designer beauty products. You can pick up affordable deals but there is also plenty of luxury with L’Occitane, Philip Kingsley and Luxe Paris.
The Roblox fashion week will be open to the public and users can even access a VIP fashion event via a private server which will feature Paris Hilton and other influencers. Paris World on Roblox gives daily updates, weekly live events and specialty programming.
The news comes after The British Fashion Council announced a brand new Metaverse category as part of its The Fashion Awards 2021, for which Assandro Michele, Creative Director of Gucci, presented the award as an avatar on Roblox.
Paris Hilton and Boohoo previously collaborated in 2018 on a collection inspired by early 00s clothes, including slinky metallic dresses, and pieces covered in fake diamonds and glitter.
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