Global fashion retailer boohoo has just announced its partnership with entrepreneur and original socialite Paris Hilton for Paris Hilton’s virtual Fashion Week. This partnership marks boohoo’s first metaverse venture. It is also the first brand set to advertise in Hilton’s virtual Fashion Week.
Credit: teenVogue
Paris Hilton’s virtual Fashion Week will be taking place in Paris’ World on Roblox. Hilton’s world is the leading always-on celebrity world in the metaverse; with daily updates, programmes, as well as weekly live events. Boohoo worked with MilkMoney to secure the billboard inventor in Paris’s World. In fact, Boohoo will display two billboards in a prominent location in Paris’ World during the virtual Fashion Week.
Paris Hilton commented on this collaboration: “Billboards are part of our everyday lives, and it should be no different in the metaverse. When I spoke to Sam and the MilkMoney team, it was clear they shared the same vision for what Paris’ World can offer and how to reach consumers and fans. It’s awesome to be launching our first billboard campaign with boohoo, a brand I’ve always loved.”
Paris Hilton’s virtual Fashion Week will be open to the public. It gives fans and potential customers access to a VIP fashion show featuring Hilton, top designers, celebrities, as well as Roblox designers. It will be taking place on February 18th via a private server. Fans can re-watch the show on February 19th via Hilton’s YouTube channel.
Fashion brands like boohoo are quickly realising that the metaverse is the next logical step to their growth. In fact, this boohoo-Paris Hilton collaboration follows the release of boohooMan’s first-ever NFT collection in December 2021.
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