Boohoo partners with Paris Hilton’s virtual Fashion Week in metaverse debut
Online fashion retailer Boohoo is making its first foray into the metaverse by teaming up with Paris Hilton on her virtual Fashion Week which will be held in Paris World.
The retailer said Paris Hilton’s Paris World on Roblox is positioned to become the leading persistent always-on celebrity world in the metaverse with updates daily, live events weekly, and specialty programming. Boohoo will display two prominent billboards in Paris World during virtual Fashion Week, which will be situated at the entrance area to the event.
Boohoo worked with MilkMoney, the marketplace for out-of-home media buying, to secure the billboard inventory for the metaverse, and through this will become the first brand to advertise on the metaverse during Fashion Week.
The event in Paris World will be open to the public and will give fans and customers access to a VIP fashion show event featuring Paris Hilton and other Roblox designers, celebrities and influencers on 18 February via a private server. A virtual fashion show will be filmed and premiered on Paris’ YouTube channel on 19 February which will be public and available to viewers everywhere.
Hilton said: “Billboards are a 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, and it’s awesome to be launching our first billboard campaign with Boohoo, a brand I’ve always loved.”
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