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Tommy Hilfiger and Ralph Lauren also “play” in the world of Roblox, with its first virtual collection

Virtual avatar collection

Fun and creativity to retain fashion addicts, so Tommy Hilfiger and Ralph Lauren create the first virtual collection for Roblox.

For those unfamiliar with it, Roblox is an online video game platform for users aged 9 to 13 but which also appeals to adults, because as long as a video game is a programming system in which each creator of the sector and user can have fun. create his own video game. A world on the scale of Gen Z to which fashion is getting closer and closer, so after Vans and Nike, Tommy Hilfiger and Ralph Lauren also follow the trend and launch their first collaboration with Roblox, creating an ad hoc avatar-sized collection .

Tommy Hilfiger x Roblox Creators: a collection of 30 digital fashion garments

These special capsules in virtual format that various high fashion brands and not only create are undoubtedly another communication channel, in the so-called metaverse, which contributes to further bringing a brand closer to an audience of young people, who in addition to retaining the brand, they enjoy being able to customize characters and settings with brands they are fond of.

Tommy Hilfiger told of this new collaboration of the brand with great satisfaction: “I love the way the brand has already been unofficially adapted to the Roblox platform, with users creating their own Tommy Hilfiger styles. We couldn’t miss the opportunity to collaborate with some of these fans to take the expression of their personality a step further, allowing them to add their own creative touch to the brand’s clothing. “

Tommy has created 30 garments for Roblox , and which users can further customize according to their taste, giving a preppy touch to the brand’s outfits: among the flagship pieces a Tommy Jeans backpack, a helmet and a skateboard revisited by users. , to customize your avatars .

The first virtual collection of Ralph Lauren x Roblox

Ralph Lauren has also thought of a virtual collection designed specifically for Roblox, called The Ralph Lauren Winter Escape : in this case it is a collection designed for avatars who want to dedicate themselves and fully experience winter sports activities: ice skating, drinking hot chocolate, in an alpine landscape surrounded by snow.

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The virtual digital collection can be tried on by users and worn in a special virtual shop on the platform, and is inspired by the style of the Ralph Lauren Polo Sport collection of the 90s, and presents eight winter looks taken from the Polo Sport, Stadium, Snow archives. Beach and from past seasons. It will then be enriched with other models and accessories in limited editions, later also released as bonus items for sale every week.

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