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Tommy Hilfiger Joins the Metaverse With a New Roblox Collection

Tommy Hilfiger, the Tommy Hilfiger brand, has partnered with “Animal Crossing: New Horizons”, in fall 2020. Now the Tommy Hilfiger brand has launched a virtual clothing line aimed at Roblox users. The American label asked eight Roblox community creators to reinterpret some iconic pieces.

What does Ralph Lauren, Nike, or Vans share in common? While they are all fashion brands, they have also embraced Roblox’s gaming world. The platform is a new playground for luxury brands and ready-to wear brands. It now features a new collection from Tommy Hilfiger.

The brand of the American designer was not content to create a few pieces for Roblox gamers. It teamed up in UGC with creators of user-generated content (UGC), who added their own personal touches to essentials from Tommy Hilfiger’s wardrobe in 2D or 3D.

Tommy Hilfiger’s “Tommy x Roblox Creators” collection is a demonstration of its commitment to providing digital experiences that are affordable and immersive for all. The complete collection includes 30 virtual fashion items and is available to purchase starting today.

The virtual collection includes a Tommy Jeans backpack, @PolarcubArt’s reimagining of it, a Tommy Hilfiger helmet, and a @MiracleDropsRBX skateboard. Roblox’s 50,000,000 daily active users can now access its multiple experiences in Tommy Hilfiger fully equipped.

“I love the way the brand has been adopted into Roblox, where users can create their own Tommy Hilfiger designs.” Tommy Hilfiger said in a statement to WWD that he couldn’t refuse the opportunity to partner with some of these fans and allow them to express themselves creatively through official brand styles.

Fashion brands and some beauty brands have launched a variety of initiatives in recent weeks as they attempt to make inroads in the metaverse. Roblox’s South Korean counterpart Zepeto has partnered not only with luxury brands like Louboutin and Ralph Lauren but also with fast fashion giants such as Zara.

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