Tommy Hilfiger presents a collection of virtual clothes for Roblox

Tommy Hilfiger presents a collection of virtual clothes for Roblox

(ETX Daily Up) - After teaming up with "Animal Crossing: New Horizons" in the fall of 2020, the Tommy Hilfiger brand is making another breakthrough in the metaverse with a collection of virtual clothing aimed at avatars of Roblox platform users. But that's not all, since the American label has asked eight creators of user-generated content from the Roblox community to reinterpret some of its most emblematic pieces.

What do Ralph Lauren, Nike, and Vans have in common? These are of course fashion brands, but they have also, and above all, all embraced the universe of Roblox. A new playground for luxury houses and ready-to-wear brands, the platform now hosts a new collection of virtual clothing signed, this time, Tommy Hilfiger. The brand of the eponymous American designer, however, was not content to imagine these few pieces for the avatars of gamers, it teamed up with creators of user-generated content (UGC) who put their personal touch on essentials. of the Tommy Hilfiger wardrobe, in 2D and 3D.

With the "Tommy x Roblox Creators" collection, Tommy Hilfiger demonstrates its desire to offer immersive digital experiences that are accessible to as many people as possible. The entire collection, thirty digital fashion items, is available from today around the world to pimp the outfits of the most stylish avatars of Roblox with the preppy touch of the American brand.

Tommy Hilfiger showcases virtual clothing collection for Roblox

Among the highlights of this virtual collection are a Tommy Jeans backpack reinterpreted by @PolarcubArt, a Tommy Hilfiger helmet revisited by @Zealocity, and a skateboard designed by @MiracleDropsRBX. Roblox's estimated 50 million daily active users - and their avatars - can now access the platform's multiple experiences fully dressed as Tommy Hilfiger.

"Love how the brand has already been unofficially embraced by the Roblox platform, with users creating their own Tommy Hilfiger styles. We couldn't pass up the opportunity to partner with some of these fans to go even further in the expression of their personality, by allowing them to bring their creative touch to the brand's clothing", explains Tommy Hilfiger.

Fashion brands, but also some beauty players, have multiplied their breakthroughs in the metaverse in recent weeks. The South Korean counterpart of Roblox, Zepeto, has for its part associated itself with luxury houses like Gucci, Louboutin, and Ralph Lauren, but also with giants of fast fashion like Zara.